(AOF) – LDLC is launching its 2023 national TV campaign. The expert in the sale of computer and high-tech equipment will speak for the second consecutive year through a 3-part advertisement, in order to increase its notoriety and working on brand preference with the public. In total, 800 spots will be broadcast until May 21, highlighting the LDLC brand and more than 80 stores throughout France. For this second advertising campaign, LDLC has renewed its confidence in the Big Success agency.
Through a saga of spots adopting the distinctive codes of epic films, LDLC presents different characters in search of the ideal computer. The VO tells the beginning of this quest, which only LDLC knows if it will succeed. In this campaign, the brand uses the play on words “LD; she knows”.
In the first part of the saga, it is Lucette who can be followed in her quest within an LDLC store. The first episode of this saga is visible from May 1 to 21.
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Concerns remain
According to the Federation of Specialized Trade, Procos, in October 2022, activity fell by 1.5% over one year. Nevertheless, the beauty and health (+ 5.2%) and specialized food (+ 3.5%) activity is dynamic compared to October 2021. The frequentation of the points of sale was very impacted by the problems of fuel and bad weather. Compared to October 2019, the pre-covid year, the drop in attendance is very sharp (-20.9% in October). Shopping centers and the outskirts are more impacted than city centers with a difference of four to five points.
Several reasons for concern exist for the future. The players are experiencing a very significant scissor effect given the increase in their operating costs while the evolution of demand is very uncertain. Very few brands can pass on the increase in their costs to their selling prices. The federation therefore asks, among other things, to limit the indexation of the Commercial Rent Index to + 3.5% for the rents of all companies in 2023. It also invokes an absolute urgency: to cap the price of energy for 2023 and retroact on the contracts already signed to prevent the rate of failures from accelerating.