Conforama Promo, Case study REVIVER by DraftFCB Paris, Grouek

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Industry Household maintenance & pet products, Home Furniture
Media Promo & PR, Case study
Market France
Agency DraftFCB Paris
Director Romain Laurent
Creative Director Xavier Beauregard
Art Director Celine Artigau
Producer Cyril Bethane
Agency Grouek
Released February 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: CONFORAMA
Agency: GROUEK
Date of First Appearance: Feb 15 2011
Entrant Company: DRAFTFCB, Levallois-Perret, FRANCE
Creative Director: Xavier Beauregard (Draftfcb)
Art Director: Céline Artigau (Draftfcb)
Copy writter: Nicolas Hurez (Draftfcb)
Agency Producer: Elisabeth Boitte (Draftfcb)
Director: Romain Laurent (Bandits)
Producer: Cyril Bethane (Bandits)
Media placement: Internet Campaign - Youtube - febuary 10th 2011

Insights, Strategy & the Idea
Conforama is one of the leaders of France's furniture market.
In 2011, Conforama launches Confoscoop, a new line of contemporary furniture design.
This initiative confirms that Conforam wants to offer a specific offer responding to consumer trends with a real value added but also with low prices.
This brand was aimed at reaffirming the discount positioning of the brand as well as at conveying the modernization of its offer.
So we wanted a unique way to present this range of furniture: a way to rediscover the design.

Creative Execution
The objective was to find a different way to present a new line of furniture but also to familiarize consumers with this line.
Our idea: incite the consumers to watch and then re-watch the line's furniture in the same video. An original concept was conceived on YouTube: a completely reversible "palindrome film". With this amazing and confusing concept, two reading directions are possible… The user watches the film a first time ("forward"). Then the movie will restart in reverse, displaying the same sketches but they take other meanings. Then, a game linked with the video encourages the user to re-explore the video deeply.
This YouTube device provides to the user a total immersive experience.
Interactivity, Palindrome film, Incentive, multi watching ... this innovative creation is a way to enhance the impact of this launch inviting users to go further in the discovery of the products.

Results and Effectiveness
More than 2,500,000 views on Youtube
More than 60,00 registrations
Dozen of press and internet coverage