“There is a lion in every Leolux.”

That message is central to the new advertising campaign that Leolux is launching in 2019. The lion plays the absolute leading role in this campaign. In TV commercials, advertisements and on social media we show that there is a lion in every Leolux. In every piece of furniture, but also in our mentality and in our people. And that is exactly what makes your Leolux the most dominant piece of furniture in your interior.

Which agency made this commercial?

The commercial was developed by BlaBlahIsm in Amsterdam.

In which period was/is this commercial first broadcast?

The first period ran from January 18 to February 7, preceded by a week of guerrilla marketing.

Can you give some insights into the process of how this commercial came together?

This is Leolux's first national TV campaign and is an important step in the repositioning of the brand. After choosing an agency through a pitch, the process started with a thorough evaluation of the brand. This is where Leolux's most important intrinsic values ​​emerged. The lion symbolizes those values, which is why this powerful animal plays the leading role in the commercial. The concept was developed by advertising agency BlahBlahIsm and was also developed by them in the commercial, the guerrilla campaign in advance and the print communications.

Can you tell us something about the background/ideas behind this commercial?

The choice for the lion is certainly not accidental. Because Leolux is the lion. Even before Leolux became Leolux, the lion was already there. In the logo of the South Netherlands Clubmeubelfabriek, when our company was still called that. In the 1950s the new company name was derived from it: the lion's luxury furniture. Leolux. The lion in the commercial embodies that origin, but also represents the strength, quality and exclusivity that emanates from a Leolux, and the mentality of the people who produce furniture.

Why did you choose to make a commercial and broadcast it on national television?

To gain wide reach among a broader, new and often younger target group.

What were your goals with this commercial?

Create brand awareness, strengthen the brand name and encourage a new target group to discover the brand.

Do you have any insights into the results of this commercial?

In any case, we see that many people are stimulated to see what Leolux has to offer from the couch. Website visits skyrocket when the commercial runs, so that is a very nice effect. Buying furniture, especially in our segment, is of course a process that takes a long time, so we can only take stock of those figures later.

How and to what extent do you measure the success/impact of and what people think of your commercial?

A research agency carried out a baseline measurement before the start of the campaign and will carry out a 1-measurement afterwards. The commercial is also on commercialreview.nl to get a good impression of what people think of the commercial itself.

Was it worth the investment?

So far we have a very positive feeling about it, but we can only determine the real effect and return at a later date.

Harold concludes with the conclusion: “The Commercialreview.nl platform gave us the opportunity to gain real insights into what people thought of the commercial. The strength of Commercialreview.nl lies in the fact that it gives people a safe place in which they can give their opinion on commercials anonymously, on their own initiative. This brought out the most honest opinions and feelings and gave us an optimal picture of our commercial. ”

We presented the commercial to the Netherlands on our platform and saw that many of the respondents were not familiar with the Leolux brand. We also noticed that many people found the commercial appealing and got an idea of ​​what the brand could entail. We saw this, for example, in the following response: “Leolux seems like a luxury brand (because of the name plus the quality of the commercial).”

But many people, as appears from the responses, could not quickly conclude from the commercial what Leolux exactly is and offers, as this is not said or shown once in the commercial. It remains a guess what the brand has to offer if you don't know the brand.

That was important advice based on the results of our research to Leolux, but also to all other companies that want to generate brand awareness with the help of TV commercials: think very carefully whether the commercial, in addition to displaying the company name, also makes clear what the company is and offers. And if this is not the case: does the commercial arouse so much interest or curiosity that people are triggered to find out exactly what your company does and offers?

For anyone who wants to (pre-)test whether a commercial will achieve the intended result, commercialreview.nl offers the option to do this on our platform: we make it possible for every company to (pre-)test a commercial or other commercial expression easily, quickly and effectively in a specific target group. Be sure to contact us!