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Transformative Business Impact
Commercial Transformation: Customer Experience

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Entrant: Publicis Conseil, Paris
Brand: Darty
Title: "Long Lasting Reviews"
Corporate Name of Client: Darty
Client Company: Darty
Agency: Publicis Conseil, Paris
Agency Vice President - Publicis Groupe France: Nicolas Zunz
Agency Vice President: Alexandra Evan
Agency Chief Executive Officer: Marco Venturelli
Agency President: Agathe Bousquet
Global Chief Creative Officer: Marco Venturelli
Agency Creative Leads: Aurélie Breton /Bénédicte Pelletan
Copywriter: Justine Dupont
Art Director: Filip Gonzacenco
Agency Strategy Director: Théo Tiret
Agency Group Account Director: Claire Viala
Agency Account Managers: Anne-Sophie Largouet/Arnaud Lefort

Description:
In 2018, Darty’s CEO, Enrique Martinez, made a decisive move to place sustainability at the forefront of the company's strategy, not merely as a token gesture.

This strategy aims to combat overconsumption, obsolescence, and resource depletion by providing people with solutions to extend the lifespan of their products at every stage of their lifecycle, even if it means selling fewer items.

This commitment led Darty to overhaul its business model, prioritizing value creation beyond mere sales growth. However, having the vision and tools is futile if people do not embrace it.

Ultimately, the power to effect change lies with all of us, as consumers. Hence, the objective was nothing short of engaging them in Darty’s journey.

Let’s face it, it's a simple idea that seems quite obvious once you recognize the problem.

However, it has never been done before. It’s about changing the rules of reviews to ensure that we let time take its course, by encouraging people to share their feedback after using the product for more than a year.

Simple, but powerful to change habits without changing habits. Simple, but powerful to reframe the way we assign value to things. Simple, but powerful to help people make choices through the lens of the long-term. Simple, but powerful to instill this new mindset at the core of the commerce machine.