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POPAI Awards 2013: Short Run

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Entry Title: Target Intimates Window

Entry Category: 16 - Short Run

Entry Division:

Entrant Company Name: Active-Adval

Background: Target has for many years been a “go to” retailer for women’s underwear. With a fantastic range of both practical and fashionable intimate apparel Target is the number one choice for many Australian women shoppers. In 2012 Target decided to give the intimates section of their Victorian flagship store Southland, a totally new look that would revolutionise the intimate apparel shopping experience altogether. The “Intimates Apparel” private change room area would be decorated with flowers and beautiful feminine home-wares and furniture; an area many women wish that they could have in their own home. It was to be a world unto itself away Targets hustle and bustle. Creative brief: Create a feature in the change room area that brought in some lifestyle imagery and created ambience through soft lighting.

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

Entry Category: 16 - Short Run

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 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: Philips CitiScape Headphones Product Display

Entry Category: 16 - Short Run

Entry Division:

Entrant Company Name: Convert

The acoustic headphone market in Australia has been dominated by multinational brands, international music alignments and leveraged through global marketing spends. For a less known acoustic headphone brand with a new range, increased sales could only be achieved by increased account support. It could only do this by securing a stand-alone promotional space in the highly competitive environment and actively assisting in-store sales staff with product information and benefits to make sales. The objective was to secure a stand alone promotional space with a unit that would capture shoppers attention storewide, position the NEW Philips CitiScape range of headphones as a uniquely designed, high quality product with comparable or better acoustics than other better known brands and encourage product trial in a very focused and immersive way.

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Entry Title: HPM LEGRAND MASTERS LINEA & ARTEOR BOUTIQUE

Entry Category: 16 - Short Run

Entry Division:

Entrant Company Name: EDA Point of Sale Solutions

•Develop a kiosk, to display and merchandise HPM Legrand’s extensive range of Linea and Arteor electrical switches and decorative cover plates in Woolworths’ new Masters Home Improvement stores •Create a premium solution that educates the home improvement shopper on the exciting design possibilities that are achievable by incorporating quality electrical switch features within the home •Explain to the consumer that they can combine their choice of designer cover plate finish with whatever switch device they require •Build awareness and drive sales of their Linea and Arteor brands in this retail channel

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Entry Title: Lynx Apollo Levitator Counter Unit

Entry Category: 16 - Short Run

Entry Division:

Entrant Company Name: Ergo Asia

Secondary Entrant Company Name: UFO Display

Lynx is the largest male bodyspray brand in the male bodyspray segment in grocery, with 83% market share (MAT to 9/6/13, Aztec, national). We set up huge and disruptive semi-permanent bin displays throughout all customers in order to drive trial, awareness and excitement surrounding our ‘Win a Trip to Space*’ consumer promotion and our new variant Lynx Apollo which was launched in bodyspray, anti-perspirant, roll on and shower gel. The Levitator was a special piece made for KEY stores for a bit of extra excitement. The anti-gravity unit created a lot of interest. The campaign goal was to increase penetration and grow total Lynx share of total deoderants vs. same period last year. Further, we also formulated a 13 week turnover target we aimed to achieve.

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Entry Title: Samsung Laundry Paragon Displays

Entry Category: 16 - Short Run

Entry Division:

Entrant Company Name: Pop Impact

The marketing objective of the Paragon washing machine unit was to transform a cluttered Bing Lee store that houses a variety of competitor machines into a destination to engage the customers and demonstrate the premium range Samsung machines whilst engaging the customers into the areas with thematic with the LCD screen playing TVC . Also make it easy for the customer to shop for the appropriate machine for their needs. Also allowing the retailer to have a category solution within one display that allows them to show the shopper the difference between front loader and top loaders and also price range. Also to * Increase Market share in the washing machine category * Increase sales of premium SKUS * to ensure the Display was located within arms reach of adjacent categories to dive cross selling

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Entry Title: Coles Panadol Floor Display

Entry Category: 16 - Short Run

Entry Division:

Entrant Company Name: Pop Impact

Panadol is one of the biggest brands in the grocery medicinal “master” category and is one of the biggest brands in the health/beauty/baby aisles in grocery. The issue Panadol faces is health & beauty is one of the least visited aisles in the supermarket. Even worse is the fact medicinal is only of the most confusion categories to shop, with over 40%of shoppers walking away from the analgesics category due to confusion at shelf. To overcome the lack of aisle traffic for Panadol and potentially reduce confusion at shelf we worked with Coles to identifying their leading Panadol stores in NSW to run a permanent out of aisle solution for the brand. The solution needed to have interchangeable panels, to ensure we could educate shoppers on each sub-brand’s benefit, and truly be durable over a lengthy period.

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Entry Title: Dolce Gusto Large Department Store

Entry Category: 16 - Short Run

Entry Division:

Entrant Company Name: Visy Glama

• Design a permanent POS solution/fixture for 7 x Premium electrical retailers that will range both NESCAFÉ DOLCE GUSTO machines and coffee capsules together for ease of shopping. • A highly visible ‘showpiece’ for the Premium stores that will attract attention for the launch, while clearly differentiating the NESCAFÉ DOLCE GUSTO brand from competitors and attract new coffee machine shoppers to the category. • The unit must be durable enough to last 12 months, and the design should take into consideration electrical retailers POS guidelines. The structure must fit both machines and capsules and also have storage space to hold sample stock for in store demonstrations. • Ideally the unit will incorporate a media player to play the ATL message to reinforce the product recognition from other media sources- The unit needs to make an impact from a design and styling perspective (be seen as a store fixture) as well as housing appropriate stock levels to gain placement.

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