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POPAI Awards 2013: Digital & Interactive Solutions

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Entry Title: Oral B Pro Health Sampling Table

Entry Category: 10 - Digital & Interactive Solutions

Entry Division:

Entrant Company Name: Active-Adval

Secondary Entrant Company Name: Retail Safari

To support the Australian launch of their new breakthrough toothpaste Oral B Pro-Health, P&G briefed Retail Safari to undertake retail promotional activations across pharmacy, grocery and department stores. The objectives were to: 1. Increase awareness of the new category launch into toothpaste. 2. Drive immediate sales of the NEW Oral B toothpaste. The demonstration unit was pivotal to the success of the program. Innovation and creativity were central to the design and like Oral B Pro Health, P&G requested a ‘best in class’ revolutionary display solution. We were set three additional tasks: 1. Achieve maximum cut-through for the Oral B brand in the cluttered grocery environment and proliferated oral care category; 2. Perform a live demonstration to prove the superiority of the product before shoppers eyes 3. Stock holding areas to support large volumes of stock to assist with driving immediate sales, off location.

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Entry Title: Redefining POS

Entry Category: 10 - Digital & Interactive Solutions

Entry Division:

Entrant Company Name: Cheil

Shopping for “white goods” (washing machines, dryers, refrigerators) is challenging. The products are expensive “must-haves”, the store environment is crowded and the purchase process is both time-consuming and stressful. Our first objective was to simplify our POS material in a way that would differentiate Samsung and make our displays stand out from the competition. Our second objective was to do so while communicating the most relevant product information in the most effective manner.

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Entry Title: Harnessing New Technologies

Entry Category: 10 - Digital & Interactive Solutions

Entry Division:

Entrant Company Name: Cheil

The Notebook PC category has experienced a sharp decline in sales over the past two years, with shoppers migrating to portable tablet devices and the new and smarter smartphones. Now for Samsung, penetration in the Smartphone category far exceeds that in Notebook PCs. Our objective therefore was to harness the brand equity built through the penetration of Samsung handsets to elevate the desirability of Samsung Notebook PCs. The launch of “SideSync” – a ground-breaking technology that brings the “Samsung Eco-System” to life by allowing the seamless integration between handset and PC – provided the ideal opportunity to do so.

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Entry Title: Shopper Solutions Unit

Entry Category: 10 - Digital & Interactive Solutions

Entry Division:

Entrant Company Name: EGR Display

- Australian vitamin category is worth $1.2 billion and is growing at 13% in the past 12 months. - Category is confusing with too many brands and products. - Large percentage of consumers enter the pharmacy to purchase a specific product and leave empty handed because they couldn't find the desired product. - Needed to reduce barriers to consumers and make the shopping experience more enjoyable. - Needed to provide easy to follow method of highlighting where the consumers product was located on shelf. - To make the overall display less cluttered and more appealing. - Develop an expandable system to suit all pharmacy sizes, expandable up to 12 bays or 7.2m.

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Entry Title: CCA Mixxit@Home Cocktail Display

Entry Category: 10 - Digital & Interactive Solutions

Entry Division:

Entrant Company Name: id8 Studio

Secondary Entrant Company Name: The Zoo Republic

Thanks to the popularity of shows like Mad Men, as well as the Masterchef phenomenon of creating gourmet meals and drinks at home; interest in cocktails was having a resurgence. The challenge was many drinkers didn’t feel comfortable or knowledgeable enough to mix their own cocktails at home. Shopping the spirits category was already confusing and difficult to navigate, often with minimal visibility in-store. This resulted in shoppers sticking with their tried and tested favourites of beer and wine. Coca-Cola Amatil saw an opportunity to educate shoppers and in turn boost sales of both their soft drink and spirits portfolio. The key objectives: • Develop a shopper driven solution to drive larger basket sizes for key retail partners • Educate and give shoppers the confidence to make cocktails at home •Increase visibility in-store

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Entry Title: Samsung Slimline Kiosks

Entry Category: 10 - Digital & Interactive Solutions

Entry Division:

Entrant Company Name: Pop Impact

The Marketing objective of the slim line 3050 was to utilise the fact the top mount fridges is the most popular in the refrigeration segment in Australia making up 36% of the mix.The retail space the fridges are housed in have limited space for POS displays so our objective was to get a slim display that would also sell the benefits of our new TMF 3050 and fight to grab the attention of the shopper. *We wanted to dominate this segment with 3050 product launch & display support.The slimline kiosk was designed to fit into areas where most displays* increase the sales of the new slim line 3050 range.

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Entry Title: Swisse iSpace

Entry Category: 10 - Digital & Interactive Solutions

Entry Division:

Entrant Company Name: Popcorn Displays Australia Pty Ltd

The Swisse iSpace uses digital interactive solutions and strong category management to drive category growth in retail pharmacies around Australia. The Swisse iSpace creates a destination for the vitamin category in pharmacy, bringing it to life. Swisse recognised there was an opportunity to invigorate the category with new technology, bringing Swisse to the forefront of the vitamin category in retail pharmacies. The Swisse iSpace is designed to fit existing shelves and to integrate category management and brand identity. The aim was to educate consumers and to effectively communicate the benefits of Swisse products to help customers make informed choices on their health. This would lead to loyalty to the Swisse brand, which will help drive growth of the category and increase sales in retail pharmacies. Main Objectives: - - Create an in-store shelf kit for Swisse products - Strong category management - Work with existing shelf fixtures - interactive touchscreen

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Entry Title: Chemmart Natural Medicines Wall

Entry Category: 10 - Digital & Interactive Solutions

Entry Division:

Entrant Company Name: Sumo Visual Group

Chemmart required a display solution that would establish them as a natural medicines leader within this fast growth category, solve customer purchase problems they had discovered through shopper insights and incidentally increase sales. It was discovered that 58% of shoppers experienced confusion resulting from lack of information provided at the shelf edge. As a result, customers often bypassed the vitamin aisle and sales were lost. The two types of shoppers that found it difficult to find the right product were: 1. Customers that knew what product they wanted but could not locate it2. Customers that understood their health issue but didn't know what to take Chemmart's goal was to solve this problem and influence the path to purchase. Sumo and Chemmart worked closely together to revolutionise the Natural Medicines Wall by introducing interactive touch screen technology that made it easier for customers to find the right product.

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