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POPAI Awards 2013: Window Displays

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Entry Title: The Body Shop Christmas Window

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Active-Adval

Due to declining interest of pre-packaged bath & beauty gift and creative better suited to the Northern Hemisphere market, The Body Shop Australia needed to reconnect consumers with their gift product offerings. How this was achieved: • By appealing to the customers sweet tooth - creating an evocative window campaign reminiscent of a traditional candy store. • Drawing customers from shop front to in-store product displays through utilisation of iconic visual cues, such as the candy stripe awning and cart and candy themed props and signage. • Overlaying a Christmas twist to the window, with Poinsettia and Gingerbread decals bringing a feeling of whimsy and excitement to the window.

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Entry Title: Tell me a story - Pop-up book Window

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Active-Adval

During 2012, Sportsgirl had been implementing various strategies and initiatives through their in-store VM that represented them as a fun and innovative fashion retailer with objectives to drive traffic to their on-line store. Sportsgirl wanted a Christmas window and in-store VM theme that had the “Summer-fun WOW” factor - the “Tell Me A Story” campaign was the solution. It was a call to action asking customers to share their fashion stories on-line through Sportsgirl’s Blog. In-store display brief: Create a fun, “giant pop-up book” that would launch the “Tell me a story” promotion in a way would have that WOW impact and generate awareness of the on-line campaign.

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Entry Title: "Make-up your mind" Lipstick Window

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Active-Adval

During 2013, Sportsgirl have been implementing various strategies and initiatives through their Window Displays that represent them as a fun and diverse leading fashion retailer. The Sportsgirl Beauty range is all about fashion and colour. The brief was to create a fun, pop up 3D window that would launch the new colours in Sportsgirl’s “Pout About It” lipstick range in a way would grab attention and generate awareness of the new wider ranging and increase market share. The tone of voice was also important and part of an overarching strategy across the business that has sought insight from the markets real lives and dialogue – so Sportsgirl have had some fun with the choice of words to reflect that, resulting in the call to action: “Make-up your mind.”

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Entry Title: Samsung Christmas 2012

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Cheil

Christmas is not only a competitive time of year for shopper activity, but also a period when standards of retail display are at their highest. While the likes of David Jones certainly up the ante at Christmas time, standards in the telecommunications retail sector are not nearly as high, nor window displays as interesting. With 2012 being the very first Christmas for the Samsung Experiential Store (SES), it was an absolute imperative that we outdo our immediate competitors and stand out from all the other branded retailers as well. Above all else, we wanted to elevate Samsung above the level of consumer electronics to a more emotional plane - “Samsung brings people together”.

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Entry Title: Samsung "Navigon" Application

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Cheil

Late in 2012, Apple was on the receiving end of a spate of negative publicity surrounding Apple Maps, their mapping application that had been found to be both inaccurate and unreliable. This was our opportunity to position “Navigon”, a navigation application by Garmin that is pre-loaded onto all Samsung Smartphones, as a genuine alternative. While simultaneously presenting the Samsung brand as superior, based on the proposition, “get navigation you can trust”. Navigon features pre-loaded maps that meant users did not need to use their data. This also meant that the maps work when a user is out of data range.

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Entry Title: Taking on Goliath

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Cheil

The iPhone is Apple’s largest selling product, has become globally ubiquitous and made an enormous contribution to the building of the Apple brand. The launch of the Samsung GS4 in April 2013 therefore, was a critical and daunting challenge.

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Entry Title: Howzat JB Hi Fi windows

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Double Impact Displays

Howzat! Kerry Packers War was a TV mini series aired on channel nine with its main competitor being Paper Giants screened on the ABC. The main objectives for the release of the DVD was to capitalise on the success of the TV series Objectives: • Drive record sales through the window displays • Elevate the product within JB stores • Capture the essence of the show through the 70’s imaging Brief: Recreate the cricket setting & and 70’s genre with 3D effect using decals, banners, props & title signs. As the display is only running for 3 week period – low cost materials needed to be used to maintain an appropriate Return Of Investment (ROI) It needed to be able to be flat packed for shipping with an ease to install.

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Entry Title: Halo 4 - JB Hi Fi Windows

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Double Impact Displays

OVERVIEW Halo 4 was easily the biggest Xbox launch in the Australian market for 2012 and critical to achieving success for the financial year, however there were a number of challenges to overcome THE TASK It was imperative to make Halo4 show up in retail with the impact it deserved Objectives: • Drive record sales through the use of window displays • Elevate the product within JB stores by having extras to create excitement to back up the window displays which included a pre order offers with JB exclusively Brief: Recreate the forerunner planet setting & the Hero of the game with 3D effect using decals, banners & title signs. As the display is only running for 4 week period – low cost materials needed to be used to maintain an appropriate Return Of Investment (ROI)

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Entry Title: Nicabate Window Display

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Pop Impact

The Quit Smoking Category’s most important period is New Year. We typically see sales jump by over 25% during the month vs the average category run rate for the year prior. Smokers have a heightened awareness of the category during this period. This means they are more likely to be receptive of messaging right along the path to purchase. The category is incredibly planned at over 81%. This is only at category level though. The category suffers from a phenomenon called Nico-Confusion. Shoppers struggle to identify the difference between all the brands, which is even more prevalent in the retail environment. When a shopper enters this environment, the shopper barrier of “choice complexity” can prevent a purchase. They want to buy a product from the category but cannot distinguish between the different brands and formats. To ensure Nicabate is top of mind for shoppers, we set about creating high visibility using key visual cues that have been seen right across the path to purcha

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Entry Title: Cotton On Window Projection

Entry Category: 11 - Window Displays

Entry Division:

Entrant Company Name: Sumo Visual Group

Cotton On required a window solution that would allow them to change over visual content often but with little disruption to the store. They also wanted something new and exciting that would engage customers and encourage passers-by to stop and view the window. The solution that was provided by Sumo was a digital signage projector that projected special video content onto the front window from the inside of the store (and able to be viewed from inside and out). The window was covered in a photo frame graphic that framed the projection to make it look like a moving photo. Cotton On also wanted to make use of their official ambassadors - Bambi, Dider Cohen and Lara Bingle - all of whom feature in the video wearing Cotton On clothes. Their campaign 'Follow Us #COTTONon' also needed to be incorporated -encouraging people to follow them on social media.

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