Leroy Merlin has teamed with FCB Spain, the agency positioned at the intersection where advertising and entertainment meet, to launch Casaterapia, a new branded entertainment content creation initiative, on the Discovery Network.
‘Casaterapia’, meaning house therapy, is a TV format that shows how changes in the home improve personal life from a psychological perspective. By putting the question to the audience "Have you ever thought that by improving your home you could improve yourself?", Leroy Merlin has involved the audience through real-life cases in which the programme coaches families in transforming their homes in order to overcome personal challenges from a psychological perspective, such as improving their self-esteem, their relationships, their creativity, or improving their self-confidence, among other things.
The first four episodes of the series have been broadcast on Fridays throughout the month of June during prime time, at 9pm on DKISS (Discovery Networks). They deal with real cases of people representing different lifestyles. Yohana Alonso is the expert coach in charge of helping the participants through this transformation. The format was strategized and conceptualized by FCB Spain, and co-created between FCB Spain and production company, Producciones de Candar.
"Casaterapia is a result of the conviction that if you change your home, you can change your life. It is a project that succeeds in bringing about something that we have been working on for a long time and that perfectly reflects the essence and philosophy of Leroy Merlin. At our company, we are committed to developing content that is useful and entertaining for the audience and thus communicates the values of the brand in a different way", comments Miguel Madrigal, Marketing Director of Leroy Merlin.
"Leroy Merlin is taking a qualitative leap from conventional advertising to branded content, where factors such as engagement, improved brand image, visibility and the transmission of certain values all play a part. This allows us to compete for people's attention, not against other advertisements, but against other high-level professional entertainment content, where the quality of the attention and the relationship is considerably higher," explains Pablo Muñoz, President of FCB Spain.
The programme has been launched like any other prime time programme, with previews of each episode, broadcast on the channel and in digital and social media, as well as overlays on other programmes, billboards, hoardings, and additional training content such as short tips.
Leroy Merlin has also produced a 99-page manual, which is distributed at retail outlets, and which provides in-depth information on the concept of Casaterapia and how "what you give to your home, your home gives back", giving concrete examples for putting this house therapy into practice.
After its broadcast, both the previews and the first four episodes are now available on the Leroy Merlin Channel on YouTube.
Among the most significant results, it is noteworthy that in some of the episodes, the brand's programmes served to increase the channel's audience during that time slot.
Here are previews of the episodes (with English subtitles that you can turn on if you don't speak Spanish):