To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

Daffy's: Apartment Flyer

Daffy's goes for some huge markdowns—just one element from Johannes Leonardo's new integrated campaign for the discount retailer.

Editor's Pick
Johannes Leonardo recently debuted its first campaign as agency of record for Daffy's with a promotional push that seeks to highlight the N.Y. retailer's deep discounts via a subject most New Yorkers' can relate to--rent.

At the heart of the effort is a contest inviting shoppers to audition for a chance to rent The Daffy's Apartment, a posh, 1300-square foot, fully furnished pad in New York's West Village that would normally cost about $7000 a month to rent, but thanks to Daffy's, will cost only $700 for one lucky winner, come October 1.

"With everyone in retail screaming discounts and sales, we knew we needed an idea that would reposition the deep discounts Daffy's provides its customers everyday," says agency CCO Jan Jacobs. "So we applied the Daffy's discount to a big-ticket item, The Daffy's Apartment, outside of the fashion and retail world, to bring to life the huge savings that have always been synonymous with the Daffy's brand."

Through the month of August, contestants can visit their local Daffy's and record videos explaining why they deserve the digs. Daffy's will then pick five finalists to be featured in September on the store site, where visitors can vote on a winner. Jacobs says 1250 videos have already been submitted.

As part of its overhaul, Johannes Leonardo also just debuted another shopper-centric feature on the site, a truck tracker that lets consumers know when new deliveries are arriving at the various Daffy's locations.
Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Aug 05, 2009
Agency:
Johannes Leonardo
Chief Creative Officer:
Jan Jacobs
Client:
Daffy's
Chief Creative Officer:
Leo Premutico
Art Director:
Katie Potochney
Designer:
Katie Potochney
Designer:
Elizabeth Dilk
Copywriter:
Sara Shelton
Agency Producer:
Matthew Mattingly
Interactive Design:
Freedom + Partners
Experiential and Public Relations:
Alliance
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. View all Newsletters

Become a Member of Ad Age