The Magic Wallpaper|短视频|广告营销案例【ADGuider广告指南】

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神奇的壁纸

案例简介：概要 Castorama 是法国 DIY 、装饰和家具的历史品牌。在这个领先市场上，一些竞争对手占据了越来越重要的位置，使该品牌登上了 3 个最强玩家的领奖台。此外,卡斯托拉马希望通过利用三个主要目标来恢复其领先地位和崛起: 围绕品牌产生积极的嗡嗡声为品牌提供强大的创新维度重新激发店内流量。 castorama 的预算为 100 欧元，希望为客户提供一项新的服务，让他们能够让生活的所有时刻变得更好。这也是品牌围绕激励和统一项目调动员工的机会。活动描述卡斯塔拉马是一个了解我们的品牌，他在我们生活的所有时刻都陪伴着我们。和家人一起度过的时光很罕见。这就是为什么他们如此珍贵。睡觉时间是一天中父母和孩子真正在一起的唯一时间。我们已经把这个宝贵的时刻变成了一个神奇的时刻。我们发明了一种新的发现媒体，一种易于理解的、有趣的和创新的给孩子讲故事的方式: 神奇壁纸，第一张可以让孩子们经历无数次冒险的壁纸。结果 Castorama 通过使用传统装饰支持来证明其创新，使其成为真正的客户服务。这是公司展示其对真实期望的理解并为他们提供原创和创造性答案的新方法。这项行动的最初目标是在社交网络上给这个品牌一个积极的形象: 相信神奇壁纸的现实和成功, 使其成为商店中引用的真正产品，有超过 18 000 个单位出售 (传统儿童壁纸通常以 8 000 个单位制作)。公司的所有部门都参与了该项目，从营销部门，项目发起人，到制造团队，再到产品团队。一个动员周围员工的项目。这个神奇的壁纸是网络上的 9,700 万个印象。它的媒体影响力超过 250万欧元。执行在传统的墙纸上，印有几个小字的图案。由五个不同的插画师设计，适合儿童和父母的所有口味。这些图案是数字标记。只需使用卡斯托拉马的神奇壁纸应用程序给他们拍照，你就可以立即发现这个故事，给你的孩子读，或者让他/她听。就像彩虹机器人的故事。或者不喜欢裙子的公主。你也可以扫描几个角色，发现其他故事。当慢跑者犀牛遇到水手猫时会发生什么？有尽可能多的故事，就像有独特的角色和可能的角色组合一样: 几十个故事要发现，父母和孩子之间有许多时刻要分享。那是神奇的壁纸! 战略 “Casto c 'est castoche”: 所有法语引用自发的签名。这显示了他们对这个品牌的依恋以及它在他们心中的位置。因为 Castorama 不仅仅是一个 DIY 品牌，也是改善每个人日常生活的灵感来源，所以该品牌拥有提供创新产品的完全合法性。这就是为什么卡斯托马提供了神奇的壁纸，它的目标是 3 岁的孩子和父母，他们想让他们以不同的方式发现世界并发展他们的想象力。卡斯托拉马在法国瞄准了近 13 million 个潜在目标。最初计划作为与有限生产的通信，神奇墙纸以工业数量生产。该品牌在公关、媒体和大胆的数字计划中就其产品进行了沟通，使潜在客户能够在网上发现神奇壁纸的体验，然后再到商店购买。

神奇的壁纸

案例简介：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. CampaignDescription Castorama is the brand who knows us and who accompanies us in all the moments of our life. 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. 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 around it.THE MAGIC WALLPAPER this is is 9,7 million impressions on the web. It is more than 2.5 million euros of media reach. Execution On a traditional wallpaper, designs with several small characters were printed. Designed by five different 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.Like the story of the Rainbow Robot. Or that of the princess who did not like dresses.You can also scan several characters and discover other stories. What happens when the jogger rhinoceros meets the sailor cat?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! Strategy "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.