The mission
Groupe 3R, a specialist in bespoke kitchens, sought to consolidate its position in the distinctive Nuns' Island market. Although the company already had a presence with customers in the active research phase, its goal was now more ambitious: to become the undisputed local reference for high-end kitchen projects. The challenge was considerable, as, despite its strong potential, the market remains limited geographically and in terms of the number of households. This reality called for a highly personalized, tactical approach.
The solution
To captivate this demanding clientele, the team developed an integrated campaign that played on a distinctive element of the area: the breathtaking view offered by Nuns' Island. The concept of a 360° view of the river and the kitchen established an evocative parallel between the residents' prestigious living environment and the excellence of Groupe 3R's achievements. This creative approach was deployed through an ultra-targeted media mix, including strategically positioned billboards in bus shelters and on the REM, personalized direct mail and a sustained digital presence. To nurture interest and establish credibility, an exclusive white paper was created on local design trends, accompanied by bilingual feature articles addressing the specific concerns of Nuns’ Island homeowners.
The result
The campaign established a significant presence in this micro-market, generating over 3 million impressions among a geographically highly targeted audience. The editorial approach proved particularly effective: specialized articles attracted hundreds of visits to the site in just a few weeks, demonstrating the community's genuine interest in expert content. The design trends guide, available for download, has built up a qualified database of curious homeowners. This sustained presence has helped position the company as a credible and specialized player in the Nuns' Island area, creating fertile ground for future initiatives.
"The Nuns' Island market is unique: a tightly woven community, homeowners with high expectations and strong potential for high-end projects. We relied on a combination of reach and intent media and customized content to position Groupe 3R as the go-to expert for bespoke kitchens in this micro-market."
Benjamin Dumas-Boisvert
Partner and Vice-President
Drawing on consumer insights from the luxury sector, we built our strategy around the key elements influencing premium purchasing decisions: superior material quality and tactile product experience. This approach materialized through a creative deployment combining striking visuals, immersive videos, and authentic testimonials from local customers. Editorial content included specialized guides on materials and design trends, specifically catered to typical Nuns' Island homes.
The landing page, the hub of the campaign, offered multiple points of contact: download the trend guide, book a showroom appointment, make a direct call or fill out an information request form. This approach created a highly qualified audience pool for retargeting, constituting a valuable marketing asset for the company's future initiatives. On the media side, the combination of traditional and digital channels ensured a constant presence with this sophisticated clientele throughout the eight-week campaign.
