Easy, one of the biggest home decor brands in Chile, presented us with the challenge of creating a campaign to reach young Chileans who were in the process of moving into their first home, with the objective of making Easy closer to this segment and focusing in selling their CORE products.
After much investigation and speaking to other young students and recent graduates, we realized Chileans were very far from this reality. According to the latest National Youth Survey (INJUV) 71.1% of young Chileans between 23 and 30 years old still live with their parents. Although they want a place of their own, different social factors are not letting them, making their rooms the closest thing to a home of their own. This is the place where they spend most of their time in, where they wake up every day to build what they will be tomorrow, it is their safe space.
A home inside their home
Based on this, we created "Rooms, by Easy", a campaign directed to young people communicated through their favorite artists and biggest sources of inspiration. All this was done under the slogan "everything starts here", demonstrating that the great achievements of the people they admire once also started in their rooms.
Content for socials
Mini series in Youtube, having one artist per episode that creates their dream room with Easy's CORE products while telling how their childhood room was important in their career and how they've grown since that.
Posts to announce the artist of the week that's going to be featured in the next episode of Rooms, by Easy.
Webpage
Giving a space in Easy's webpage to travel to each artist that appeared in the Rooms series, being able to buy the CORE products that gave life to their dream room and finding inspiration to build your own.
THE TEAM
Trinidad Ayala: Art Direction
Matias Barbé: Creative Direction
Daniela Leguizamon: Strategy and Media
