Cdiscount has chosen Rosapark to support its brand strategy. The objective of the partnership is to roll out a new signature and a new creative concept that will enable Cdiscount to make an emotional connection with its customers.

Having abandoned the “Butcher’s Shop” (“La Grande Boucherie”) signature last year, Cdiscount has stated its intention to build a long-term communications strategy, which will be key to ramping up its growth and consolidating its position as France’s leading multi-specialist.

The new communications strategy is driven by a new brand signature, “Don’t scrimp on pleasure”, which emphasises the element of pleasure involved in making a purchase on the Cdiscount website, putting an end to the eternal internal conflict that people have between reason and emotion.

The French e-commerce leader wants to play a bigger role in the daily lives of people across France, by increasing its closeness to customers and becoming bolder.

The new creative strategy will be rolled out over the next two months. The first 360° communications campaign – which will unveil the face of the brand through billboards, press, radio, online, social media, etc. – will be launched to coincide with Black Friday.

“Cdiscount is often perceived as a discount retailer that mainly sells hi-tech products and home appliances,” said Jean-Patrick Chiquiar, co-founder of Rosapark. “We want to change this perception and make Cdiscount the emotional leader in its category. Cdiscount is a multi-specialist and its site is packed with fabulous products in high-tech, home decoration and furnishings, childcare, sport and even wine. We have to spread the message.”

“We are delighted to be working with Rosapark. The Cdiscount brand is well-known, but we want to be closer to our customers. We are counting on Rosapark to support our foray into this creative, more emotional communications landscape which suits our Company perfectly.” — Emmanuel Grenier, Chairman and Chief Executive Officer of Cdiscount

“Cdiscount, a key player in e-commerce, keeps investing in new markets to offer new services adapted to the needs of the French public. After launching its mobile offer at the end of 2016 and its energy offer last month, it seemed only natural for Cdiscount to keep innovating in advertising by exploring new territories of expression. The goal is reached with this new campaign by Rosapark, who managed to create a custom-made, audacious and funny campaign for Cdiscount” — Jean-Charles Naouri, Président-directeur général du groupe Casino