Castorama Digital, DM, Case study The Magic Wallpaper [image] 1 by TBWA Paris, Dan Paris

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The Magic Wallpaper [image] 1

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Industry Department Stores & Shopping Malls, Mobile applications
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market France
Agency TBWA Paris
Executive Creative Director Benjamin Marchal, Faustin Claverie
Art Director Jérémy Armand, Fabien Gille, Paul Reyrolle, Romain Belleville
Copywriter Glen Troadec, Duval Fabien
Creative Agency Dan Paris
Production ELSE Paris
Director Hungry Beards
Released December 2016

Awards

Cannes Lions 2017
Mobile Apps : Utilities Silver Lion
Design Digital & Interactive Design: Apps Silver Lion
Product Design Goods: Infant Products, Toys & Educational Products Silver Lion
Digital Craft Content: Editorial Bronze Lion
Mobile Technology: Augmented Mobile Experience Bronze Lion

Credits & Description

Title: The Magic Wallpaper
Agency: Tbwa\Paris, Dan Paris
Brand: Castorama
Country: France
Entrant Company: Tbwa\Paris, Paris
Advertising Agency: Tbwa\Paris, Paris / Dan Paris, Boulogne-Billancourt
Production Company: Tbwa\Else
Executive Creative Director: Benjamin Marchal (Tbwa\Paris)
Executive Creative Director: Faustin Claverie (Tbwa\Paris)
Copywriter: Fabien Duval (Tbwa\Paris)
Copywriter: Glen Troadec (Tbwa\Paris)
Art Director: Fabien Gille (Tbwa\Paris)
Art Director: Paul Reyrolle (Tbwa\Paris)
Art Director: Jérémy Armand (Tbwa\Paris)
Art Director: Romain Belleville (Tbwa\Paris)
President: Philippe Simonet (Dan Paris)
Chief Digital Officer: Anthony Hamelle (Dan Paris)
Creative Technologist: Guilhem Vacher (Dan Paris)
Digital Art Director: Nicolas Barres (Dan Paris)
Digital Copywriter: Charline Dantigny (Dan Paris)
Lead Motion: Christophe Courty (Dan Paris)
Lead Ux: Yann Lupion (Dan Paris)
App Developer: Kamal Zitouni (Dan Paris)
C.E.O: Maxime Boiron (Tbwa\Else)
Producer: Cathy Pericone (Tbwa\Else)
Sound Director: Fabrice Pouvreau (Tbwa\Else)
Vice President: Anne Vincent (Tbwa\Paris)
Account Director: Marc Fraissinet (Tbwa\Paris)
Account Manager: François-Xavier Parison (Tbwa\Paris)
Directors: Hungry Beards (Tbwa\Paris)
Digital Project Manager: Julie Laroussinie (Dan Paris)
Junior Digital Project Manager: Juliette Gonzales (Dan Paris)
Outcome:
Castorama proves its innovation by using traditional decoration support to make it a real customers’ service. It is a new way for the company to show its understanding of real expectations and to provide them with an original and creative answer. 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). All of the company's departments were involved in the project, from the marketing department, the project initiator, to the manufacturing teams, to the product teams.A project that mobilises the employees and the clients around it.
Campaign Description:
Castorama is the brand who knows us and who accompanies us in all the moments of our life. These moments of life are especially those that we, parents, live with our children.And 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.
Execution:
The MAGIC WALLPAPER is based on a visual recognition technology: by scanning a character from the wallpaper, a story is proposed. By scanning a character with another character, a new story is generated. There are as many stories as possible combinations.The user launches the application. When approaching a phone or a tablet of a character on the wallpaper, the application detects it automatically and proposes then :- the scan of a second character- reading or listening to the story associated with the character.By clicking on the button associated with the scan of a second character, the user is invited to perform a second scan. The application then associates the 2 characters and proposes a new story.In playback mode, the user scrolls the text and can click on active buttons that launch a sound design. The goal is to increase interest and stimulate the imagination of the child.In audio mode, the screen broadcasts an animated night view and the story is played back to the child.
Synopsis:
Castorama is the historic brand of DIY, decoration and home furnishings in France. This lead market sees some competitors taking an increasingly prominent place, bringing the brand down a step on the podium of the 3 strongest players.Also, Castorama wishes to regain its leading position and emerge by capitalizing on three major objectives:• Generate positive buzz around the brand• Equip the brand with a strong innovation dimension• Re-energize in-store traffic.With a budget of € 100K, Castorama wants to offer its customers a new service that allows them to make all the moments of their life better. This is also the opportunity also for the brand to mobilize employees around a motivating and unifying project.