Posted: Wednesday, 23 March 2016 @ 20:07
Two Australian shopper marketing campaigns have been awarded top honours at the POPAI Global Marketing at Retail Awards, at GlobalShop in Las Vegas , up against more than 50 finalists from 10 countries.
Active Display Group scooped the prestigious and most competitive global award category - ‘Shopper Marketing Campaign’ - for the MYER One Million Stars to End Violence campaign. The initiative raised community awareness of violence and enabled community members to get involved, weaving stars to represent their voices in a larger-than-life display for International Women’s Day.
EDA Point of Sale Solutions took out the global award in the ‘Alcoholic Drinks – Permanent’ category, for House of Hennessy, a ‘beacon’ in-store activation that successfully engaged the cognac shopper with Moet Hennessy brands, achieving volume sales lifts of more than 170% year on year.
General Manager of POPAI Australia and New Zealand, Lee McClymont said it was indicative of Australia’s innovation in the Shopper Marketing space, to achieve such global recognition, particularly in such competitive categories.
“An Australian company taking out the global award in the Shopper Marketing Campaign category – that is a big thing. There is great work being done here,’ said Ms. McClymont. “Alcoholic Drinks is also one of the most innovative and competitive categories in the competition. So we can feel proud of our industry’s standing on the world stage.”
A third, Australian-owned company, POP This POP That, also took out a global award in the Beauty & Cosmetics category, for a Revlon campaign that was activated in the North American market (and therefore entered via the North American local awards).
The sixth-ever 2015 POPAI Global Marketing at Retail Awards contest provides a global platform to showcase the design and manufacturing talents of both producers and suppliers across the world and recognises excellence within the industry. The global awards programme was conducted on-line and was judged by representatives from leading brands, retailers and producers across the world.
To qualify for entry into the 2016 Global Marketing at Retail Awards Contest entrants were required to have won Gold awards from the 2015 Awards Contest run by POPAI Chapters in the 10 competing countries, including Australia & New Zealand, Benelux, France, North America and the United Kingdom & Ireland.
“POPAI Awards are run in 36 countries, globally. To win an award in your local country is a well-deserved recognition of excellence, but to go up against the best of-the-best from around the world and finish on top is a truly outstanding achievement,” said Steven Weiss, CEO of A.R.E. | POPAI The New Association.“It’s undoubtedly the pinnacle for any retailer, brand or supplier that’s serious about engaging the modern shopper and enhancing the total shopper experience.”
Full winners list:
- Alcoholic Beverages, Temporary - Fishwick Printers
- Alcoholic Beverages, Permanent - EDA Australasia
- Beauty & Cosmetics, Temporary - POP this POP That Ltd
- Beauty & Cosmetics, Permanent - Arken POP
- Consumer Electronics, Temporary - CheilFood
- Grocery & Convenience, Temporary - Tupiniquim Comunicação
- Food, Grocery & Convenience, Semi-Permanent - Menasha
- Healthcare, Temporary - STI Group
- Mass Merchants, Non-Food, Temporary - BestSeller Agentur für Absatzförderung GmbH
- Retail Service Providers, Permanent - Dalziel and Pow
- Sales Promotion, Permanent - BÉFLEX Zrt
- Shopper Marketing Campaigns, Temporary - Active Display Group
- Shopper Marketing Campaigns, Semi-Permanent - HMY Group
- Signage, Permanent - AUDI AG
Global Winner: Shopper Marketing Campaigns - MYER One Million Stars, by Active Display Group.
The global campaign to weave one million stars by 2018 is an initiative created by Australian artist Maryann Talia Pau. The stars symbolise “Light, Hope and Courage” to end all violence, including violence against women. In the spirit of the community collaborating to make a difference, Myer put together a week of star weaving workshops in February 2015; “Weave a star to stand against violence.” The project involved in store workshops run by volunteers, where customers could make stars from ribbon. The stars are a symbolic gesture of support - a declaration; “Choose to live in love and peace over violence”. The completed display combined all of the stars and was implemented in the Myer Melbourne flagship store for International Women’s Day March 8th 2015: this year’s theme being “Make it Happen”. The campaign achieved unprecendented PR coverage for the issue of violence, and for MYER's community initiative.
Global Winner: Alcoholic Drinks - Permanent. House of Hennessy by EDA Australasia for Moet Hennessy.
Key House of Hennessy trade partners were supported with trade and consumer engagement activity, a key element being retail fixtures which helped to act as a Beacon for the category and also engage the shopper with the brand.Tailored units for each store showcased premium brand materials and segmented the product to aid product segmentation. Stock capacity and product security were key retail considerations together with location in the store. There has been significant positive reaction to the units both from retailers and the shoppers. Engagement with the category and brand has increased with volume sales being +172% YOY.
This year’s Global Awards had 10 countries enter more than 50 campaigns. More information and showreel of global winners and may be found at http://www.popaiglobalawards.com/
The 2016 POPAI ANZ Marketing @ Retail Awards will open for entries on 15 April 2016, providing global pathways for a new round of entrants and campaigns representing the best of retail marketing and shopper experience over the 2015/16 FY. More information about the 2016 Awards program may be found at www.popai.com.au or download the information booklet here: http://www.popai.com.au/Uploaded/1/Documents/2016%20POPAI%20Awards%20Entrant%20Information.pdf
POPAI is the only global, not-for-profit, industry association exclusively operating as the focal point for Marketing at Retail and Shopper Experience. POPAI has 20 offices covering 45 countries and more than 1,700 members worldwide. Contact Lee McClymont on 0414 941 585 / email@example.com
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