Every July 1st, Quebec experiences a cultural phenomenon unlike any other province. It's called Moving Day, and on that day, thousands and thousands of Quebecers move to new homes and apartments, all at the same time.

Leon's, a relative newcomer to the Quebec market, was looking to use Moving Day as a way to introduce consumers to its offerings. With only 1.8% of the market share, and a much smaller budget than leading competitors (Walmart and Ikea), the brand was looking to outsmart, rather than outspend.

Leon's wanted to introduce its new marketing strategy to the Quebec market, as well as drive in-store traffic leading up to Moving Day itself.

Getting ready for a move means deciding which of your things make the cut, and which don't. And in Quebec, furniture that gets left behind typically ends up in one place – on the sidewalk.

For Moving Day, that means the streets and sidewalks of Quebec get flooded with tons and tons of unwanted furniture. This discarded furniture isn't necessarily old – it's often just low quality furniture that didn't last. Or it was simply purchased as a temporary solution and no longer needed.

The campaign, created by Taxi, began with telling Quebecers to get "Move-Worthy" furniture, a term the agency created to distance the brand from the unwanted furniture cluttering the streets. The team then took it further by turning discarded furniture into discounts.

Real-life 3-dimensional coupons were created and then framed around the discarded furniture across the city, turning the furniture itself into discounts for "Move-Worthy" items at Leon's. Anyone walking by during this busy time could use their smartphone and immediately interact with the brand and create their very own coupon (by taking a photo). Although coupons themselves are quite traditional, the digital element of these allowed them to be texted, tweeted, and shared with others who didn't get a chance to see the coupons in person, which could also be redeemed.

The agency was able to not only generate awareness of Leon's offerings, but also get Quebecers to reconsider their furniture purchases as a whole by bringing the overabundance of discarded furniture to light in a creative way. Most importantly, the retail element of the coupons drove consumers in-store.

In the end, the brand tracked 34.7% increase in sales, a 15.8% increase in store traffic and more than one million earned media impressions.