Gold
Creative Strategy
Breaking Sector Convention
| 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:
This strategy aims to combat over-consumption, 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.
This case exemplifies how creative strategy can elevate a company’s vision into a societal movement: “Let’s make it last”. From overconsumption and obsolescence to making things last as long as possible, leveraging Darty's business model shift to unleash its relevance.
The Long Lasting Reviews it's a meaningful way to reconcile sustainability and profitability. This journey is pushing Darty to act for being a catalyst for change and it led the brand to disrupt the most influential factor shaping consumers' purchasing decisions.