LEROY MERLIN LAUNCHES ‘ANTI-LAZINESS’ RANGE

Leroy Merlin has unveiled ‘Les Produits Anti-Flemme’, a playful anti-procrastination programme created with FullSix. Covering 4,000 DIY essentials, the initiative turns everyday tools into motivational companions via WhatsApp, nudging French homeowners to tackle long-delayed jobs. With quirky product personalities, the campaign redefines DIY as both action and encouragement.

From this week until 16 September, Leroy Merlin is inviting French households to rethink their relationship with DIY. In partnership with creative agency FullSix, the retailer has launched ‘Les Produits Anti-Flemme’, a bold initiative designed to tackle the nation’s tendency to put off small home projects. While nearly 60 per cent of French people describe themselves as DIY enthusiasts, more than half admit that minor jobs are the chores they most often delay. It is this insight that inspired the creation of the ‘Anti-Laziness Products’ – a range of 4,000 items that refuse to stay silent in the cupboard.  

The concept is as imaginative as it is practical. Once a customer purchases an eligible product, they are invited to register with a WhatsApp bot. From there, the product itself begins to send reminders, encouragements and playful nudges until the task is complete. Each item has its own personality: the paintbrush becomes a melodramatic artist, the light bulb a clairvoyant predicting a brighter future, the screws and plugs a commando unit unwilling to surrender, and the filler tube a relentless personal trainer. The messages are witty, teasing and persistent, designed to transform passive ownership into active progress.  

Customers can choose their preferred timeframe – one, two or three weeks – with the frequency of messages adjusted accordingly. If the project proves more complex than expected, the bot provides direct access to Leroy Merlin tutorials tailored to the specific task. Once the job is finished, users simply report completion to discover what reward awaits them at the end of the experience.  

For Leroy Merlin, the campaign is more than a marketing stunt. It embodies the brand’s philosophy that improving the home means improving life. By extending support beyond the point of purchase, the retailer positions itself not just as a supplier of tools, but as a partner in motivation.  

FullSix played a central role in shaping the campaign, from identifying the behavioural insight to designing the conversational flows. The agency crafted the personalities, messages and tone of each product, ensuring that the experience felt personal and engaging. With WhatsApp Business boasting read rates of up to 98 per cent, the platform offered the perfect channel for sustained, casual and direct communication.  

The result is a programme that reimagines the customer relationship, turning everyday products into drivers of action. By blending humour, technology and behavioural insight, Leroy Merlin and FullSix have created a campaign that speaks directly to the procrastinator in all of us – and refuses to let that shelf, drill or silicone tube gather dust any longer.