Eurobest

The Magic Wallpaper

TBWA\PARIS, Boulogne-Billancourt / CASTORAMA / 2017

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Case Film
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Overview

Entries

Credits

Overview

Background

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.

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!

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