THE MAGIC WALLPAPER

Short List
ClientCASTORAMA
Category A10. Innovative Technology
TitleTHE MAGIC WALLPAPER
Product/ServiceSTORE TOOLS
Entrant TBWA\PARIS, FRANCE
Idea Creation TBWA\PARIS, FRANCE
Idea Creation 2 TBWA\DAN PARIS, FRANCE
Credits
Name Company Position
Benjamin Marchal TBWA\Paris Executive Creative Director
Faustin Claverie TBWA\Paris Executive Creative Director
Fabien Duval TBWA\Paris Copywriter
Glen Troadec TBWA\Paris Copywriter
Fabien Gille TBWA\Paris Art Director
Paul Reyrolle TBWA\Paris Art Director
Jérémy Armand TBWA\Paris Art Director
Romain Belleville TBWA\Paris Art Director
Philippe Simonet DAN\Paris C.E.O
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
Maxime Boiron TBWA\Else C.E.O
Cathy Pericone TBWA\Else Producer
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
Hungry Beards TBWA\Paris Directors
Julie Laroussinie DAN\Paris Digital Project Manager
Juliette Gonzales DAN\Paris Junior Digital Project Manager

The Campaign

Moments 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 Execution

On 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" : signature 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.