Xavier Beauregard : Creative Director
Céline Artigau / Nicolas Hurez : Creative Team
Elisabeth Boitte : Agency Producer
Romain Laurent : Director
Cyril Bethane : Producer

Type of Media Date of 1st Implementation Media Placement :
Internet Campaign febuary 10th 2011 Youtube

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 Conforama 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