Il tesoro di Leroy

2017 / Academic project. A strategy to promote Leroy Merlin’s CSR activities.
Team: Marta Abruzzese, Elena Mariani, Alessandra Meloni, Giulia Minola, Anca Serbanescu.


As several contemporary companies, the home improvement and gardening retailer Leroy Merlin engages in Corporate Social Responsibility (CSR) activities. CSR refers to business model whose aim is to improve companies’ reputation and to produce an overall positive impact on society. Despite the relevance of this kind of actions, not always companies’ employees are aware of them. Their lack of awareness is a missed chance in the promotion of a company’s activities to customers. Indeed, employees can be great CSR ambassadors because they are those people address to.

In light of these considerations, we developed a strategy to improve staff members’ awareness of Leroy Merlin’s CSR activities. We designed a gamification campaign named Il Tesoro di Leroy. It addresses employees of the store located in Solbiate Arno (VA) but it is replicable in any Leroy Merlin’s store. The game turns the shop into an island and workers are split in team as different inhabitants. Groups challenge in a treasure hunt and, meanwhile, discover CSR principles and Leroy Merlin’s activities. The strategy uses digital and traditional channels both for promotion and for the game itself.

Goals & Strategies

Gamification

Contents – teaser video

Contents – poster

Contents – Facebook posts