THE MAGIC WALLPAPER
|Category||A03. Augmented Mobile Experience|
|Title||THE MAGIC WALLPAPER|
|Idea Creation||TBWA\PARIS, FRANCE|
|Idea Creation 2||TBWA\DAN PARIS, FRANCE|
|Benjamin Marchal||TBWA\Paris||Executive Creative Director|
|Faustin Claverie||TBWA\Paris||Executive Creative Director|
|Fabien Gille||TBWA\Paris||Art Director|
|Paul Reyrolle||TBWA\Paris||Art Director|
|Jérémy Armand||TBWA\Paris||Art Director|
|Romain Belleville||TBWA\Paris||Art Director|
|Anthony Hamelle||DAN\Paris||Chief Digital Officer|
|Guilhem Vacher||DAN\Paris||Creative Technologist|
|Nicolas Barres||DAN\Paris||Digital Art Director|
|Charline Dantigny||DAN\Paris||Digital Copywriter|
|Christophe Courty||DAN\Paris||Lead Motion|
|Yann Lupion||DAN\Paris||Lead UX|
|Kamal Zitouni||DAN\Paris||App Developer|
|Fabrice Pouvreau||TBWA\Else||Sound Director|
|Anne Vincent||TBWA\Paris||Vice President|
|Marc Fraissinet||TBWA\Paris||Account Director|
|François-Xavier Parison||TBWA\Paris||Account Manager|
|Julie Laroussinie||DAN\Paris||Digital Project Manager|
|Juliette Gonzales||DAN\Paris||Junior Digital Project Manager|
The CampaignMoments spent with your family are rare. That’s why they’re so precious. Bedtime is the only time of day when parents and children are really spend time together. We have turn this precious moment into a magical moment. We invent a new discovery medium, an accessible, fun and innovative way to tell stories to children: THE MAGIC WALLPAPER, the first wallpaper that gives access to innumerable adventures.
Creative ExecutionOn a traditional wallpaper, designs with several small characters were printed. Design by five differents illustrators to suit all tastes of child and parent. These patterns are digital markers. Simply take a picture of them using THE MAGIC WALLPAPER application by Castorama and instantly, you can discover the story, read it to your child or make him/her listen to it. You can also scan several characters and discover other stories. There are as many stories as there are unique characters and possible combinations of characters : dozens of stories to discover and many moments to be shared between parents and children. That's THE MAGIC WALLPAPER!
The initial aim of this operation was to give a positive image of the brand on social networks: Castorama, convinced of the reality and success of THE MAGIC WALLPAPER, made it a real product referenced in store with more than 18 000 units for sale (traditional children's wallpaper is normally made at 8 000 units). We started with a pre-sale period in a few stores (5 throughout France). Actual figures do not mean much regarding the limited number of stores. Nevertheless, we recorded a +20% up sale vs "usual" printed for kids wall papers. When we launched on a national scale, we almost recorded the same growth (+17%) on the first month of ales. The trend since then can be confirmed and we can anticipate annual sales around 2.500 pieces of magic wall paper to be sold -- one of their best seller sku."
"Casto c’est castoche" : signatures that all the French quote spontaneously. This shows the attachment they have for the brand and the place that it has in their hearts. Because Castorama is not just a DIY brand but a source of inspiration for improving everyone's daily life, the brand has complete legitimacy to offer innovative products. That is why Castorama offers THE MAGIC WALLPAPER, which is aimed at children from the age of 3 and parents who want to make them discover the world differently and develop their imagination. Castorama targets nearly 13 millions potential targets in France. Initially planned as a communication with a limited production, THE MAGIC WALLPAPER is produced in industrial quantities. The brand communicated on its product in PR, media and with a bold digital plan enabling potential customers to discover online the experience of THE MAGIC WALLPAPER online before coming to buy it in store.
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