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POPAI Awards 2013: Retail Marketing & Communications Campaign

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Entry Title: Australia Post Domestic Parcel Product Standardisation

Entry Category: 14 - Retail Marketing & Communications Campaign

Entry Division:

Entrant Company Name: Australia Post

Australia Post relaunched our disparate domestic parcel offering and moved to a simpler, more customer friendly product set, allowing our consumers to self-select their domestic parcel offering easily. The marketing objectives: 1. Create awareness about our new domestic parcel product set 2. Educate consumers about the product changes/benefits 3. Ensure product usage remained steady, while increasing volume of extra features The retail objectives: 1. Deliver seamless in store experience for our customers to communicate the change 2. Create a tiered program to execute through our complex network 3. Develop navigational, educational, and promotional POS to communicate the campaign essence of easy as 1, 2, 3 4. Create customer awareness through tools to engage and drive propensity to self-select/purchase 5. Unify the planogramming of mail services (holistically across domestic and international) to create consistency in an inconsistent network of fixtures and fittings

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Entry Title: Lonely Planet

Entry Category: 14 - Retail Marketing & Communications Campaign

Entry Division:

Entrant Company Name: e2 designed experiences

Lonely Planet is the world’s leading guidebook publisher, providing travel advice and inspiration through print, web, mobile, TV, and social networks. With the growth of online blogs and travels sites, Lonely Planet saw a need to celebrate the last 40 years of providing trusted content to their consumers, promoting awareness of its market leadership. Having to increasingly compete with (potentially) untrustworthy online sources, the 40th anniversary campaign aimed to remind consumers Lonely Planet has the tools and knowledge to empower them to experience the world. The objectives were to: • Position Lonely Planet as the #1 Global Guidebook Publisher • Drive consumers in-store to purchase Lonely Planet books • Inspire future travel and encourage deeper relations with the brand across multiple platforms

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Entry Title: Red Bull - New Special Editions - The Vault Campaign

Entry Category: 14 - Retail Marketing & Communications Campaign

Entry Division:

Entrant Company Name: icandy Creative

In August 2012, Red Bull Australia PTY Ltd announced the launch of the NEW RED BULL SPECIAL EDITIONS bringing consumers the same effect as Red Bull which vitalizes body and mind in three flavours. This was the first range of products from Red Bull since Sugarfree in 2003. Flavour Energy Drinks were fastest growing segment; +44.2% vs. 7.3 % in Australia* with a 13.8% value share**. *Source: Aztec MAT 17/06/12 Grocery & Convenience combined data**Source: Aztec YTD 17/06/12 Grocery & Convenience combined dataLaunch Objectives (1) maximise mass reach through a comprehensive online, sampling and out of home media campaign and (2) secure high impact and strong visibility display in-store ensuring the new products could be brought cold and had high availability for trial. The Vault Campaign was an exclusive creative and in-store activation with 7-Eleven for two weeks ahead of the national launch by pre-filling coolers and leveraging athlete Sally Fitzgibbon.

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Entry Title: World Vision Christmas 2012 Retail Campaign

Entry Category: 14 - Retail Marketing & Communications Campaign

Entry Division:

Entrant Company Name: Mills Display

Secondary Entrant Company Name: Ideaworks

The objective of this stand was to entice and engage shopping centre customers on a personal level. The aim of the campaign was to increase child-sponsorships and donations, which World Vision uses in their charitable activities around the world

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Entry Title: Oral B Starship Launch Campaign

Entry Category: 14 - Retail Marketing & Communications Campaign

Entry Division:

Entrant Company Name: Pop Impact

The Oral B Starship launch is an exciting one for P&G, into a slow growth category that is owned by 2 major players. Objective was to: 1/ Launch an awareness campaign for Oral B Toothpaste product range in Grocery & Pharmacy 2/ Gain market share 3/ Increase consumer trial of the product 4/ Execute the campaign within 4 weeks of activity being launched. 5/ Implement point of sale in 7 x Store touch-points

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Entry Title: Panadol House Rules

Entry Category: 14 - Retail Marketing & Communications Campaign

Entry Division:

Entrant Company Name: Pop Impact

One of the Analgesics drivers of growth is Better Efficacy- Consumers want solutions that are either faster, stronger, longer lasting, or have less side effects . Meeting any of these needs will result in shoppers paying a more. Panadol Optizorb call to action is "Upgrade To Fast-Absorbing Panadol Optizorb", instructing shoppers to trade up from base Panadol. We identified the channel 7 show House Rules as being relevant to upgrading, would be watched by our target audience (MGBs), and could be taken through the line (TTL) into retail. We worked with Channel 7 to identify a promotion that was relevant to the show and could be taken TTL into retail. We engaged the marketing team at Woolworths to identify how the national promotion could be given an exclusive component for WW. We knew ATL; via TV and digital; and shopper engagement in store via disruption were essential. Also, we wanted to drive Panadol Optizorb in pharmacy as it undertraded vs the grocery due to generics.

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Entry Title: Summer Drinks are Calling

Entry Category: 14 - Retail Marketing & Communications Campaign

Entry Division:

Entrant Company Name: The Station Agency

‘Summer drinks are calling’ was the first Diageo campaign to take a category approach rather than focusing on individual brands. The Station Agency's brief was to create a 360º shopper marketing campaign that would attract LPA-35 shoppers to the spirits category and motivate them to make mixed drinks part of their casual summer get togethers at home. To achieve this we needed to overcome some significant challenges: • Spirits aren't relevant in casual drinking occasions • Spirits are perceived as a special occasion drink • The spirits shopping experience is poor • Retailers increasingly focused on their own agendas The objectives for the campaign were: • Uplift in volume growth • Value Growth vs. year ago • Attract new shoppers to the category • Increased ranging and distribution for all participating SKUs

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