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POPAI Awards 2013: Open

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Entry Title: Salvonista

Entry Category: 18 - Open

Entry Division:

Entrant Company Name: Evocatif

Salvonista demonstrates our use of experiential, PR & store design to get non-shoppers over the ‘threshold’ and remove the ‘op-shopping’ stigma. We educated fashion-savvy, budget conscious shoppers as to what Salvos Stores stood for and could offer. We coined the term SALVONISTA - someone who: prides themselves on how they look on the outside AND how they feel on the inside, helps the community, environment and others around them. The SALVONISTA Mobile Boutique, (a van converted into a funky fashion store) popped-up at key locations on the ESB over a month long period. The result: An ownable platform delivering exceptional results with longevity past the campaign. High levels of engagement with non-current shoppers - educating them on what SS do, store locations and brand consideration.

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Entry Title: Marc Jacobs Sunshine

Entry Category: 18 - Open

Entry Division:

Entrant Company Name: OSS Digital

The objective set out for this project was firstly to create product awareness within the travel retail environment of Auckland Airport. The Marc Jacobs brand already has a dominant presence within the fragrance market; it was our objective to promote the new fragrance “Sunshine”. We set a goal to exceed the results that we achieved in the previous year with a Marc Jacobs fragrance “Dot”. To do this we set out to create an eye-catching promotion that would enhance brand and product awareness, increase market share and drive sales of the perfume. One of the most important goals of this promotion was to gain access to this specific site again. This was achieved as the Marc Jacobs’s newest fragrance promotion “Honey” will be installed as of August 2013. https://vimeo.com/62591458

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Entry Title: SUPERCOAT Sydney Royal Easter Show Retail Stand

Entry Category: 18 - Open

Entry Division:

Entrant Company Name: Saltmine Design Group

In its 5th year as a Champion sponsor of the Sydney Royal Easter Show, the core challenge for design agency Saltmine Design Group was to reinvigorate the SUPERCOAT Stand, (renaming it the SUPERCOAT Pet House) ensuring alignment with the new visual identity developed for the brand by Saltmine last year. The brief also required Saltmine to develop a stand alone area for celebrity vet and SUPERCOAT brand ambassador, Dr Harry Cooper to meet and chat with show goers, and a space within the Stand where the work of the SUPERCOAT partners, Animal Welfare League Australia (AWLA) could be highlighted.

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