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POPAI Awards 2013: Convenience/Route Stores

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Entry Title: Rebrandable Epic Deals FSDU

Entry Category: 2 - Convenience/Route Stores

Entry Division: Temporary

Entrant Company Name: Active-Adval

Background: 7-Eleven is the place to go for fantastic, value-for-money deals.EPIC deals campaign – The idea was to group together weekly deals that were so EPIC, that our customers would tell all their family and friends.The EPIC deal would be updated weekly keeping the offer fresh.11 Good Calls this Christmas – Immediately following the EPIC deals campaign, a Christmas off-location promotion was run to give customers “Reasons to Choose 7-Eleven at Christmas”.The campaign was 7-Eleven’s take on the 12 Days of Christmas (11 “Good Calls” this Christmas). The purpose of both the campaigns was to:• Drive transactions • Increase basket size• Improve value for money perceptionsPOS brief: Design a cost effective updateable/redressable FSDU that had bold messaging with immediate front of store impact.

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Entry Title: Woolworths Petrol Bollards

Entry Category: 2 - Convenience/Route Stores

Entry Division: Permanent

Entrant Company Name: Ate Global

Woolworths/Caltex service stations are one of the leaders in the industry. Pulling up to the bowser at any number of fuel sites in Australia, the driver is often faced with a difficult scenario – which pump is the right pump to pull up too? While it is great to offer such a range of fuels it is also presenting a problem to fuel site staff – drivers are pulling off the street into a service station forecourt, and quickly becoming confused about which bowser is going to provide the correct fuel for their vehicle. The client briefed us on finding a solution to assist with making the choice easier and faster for the consumer and to assist with the confusion of choicing the correct row.

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Entry Title: Streets IceCream Freezer Canopy

Entry Category: 2 - Convenience/Route Stores

Entry Division: Permanent

Entrant Company Name: Ergo Asia

Secondary Entrant Company Name: 5p Group

Market research suggests that a person who fills petrol and walks into store to pay generally bypasses the IceCream freezers as they are not directly in line of sight. Data also suggest that ‘IF’ a customer is at the freezer they are more likely to purchase.Our challenge was to create more visibility to the customer to interrupt their path to the counter via the Freezers. We wanted to create a ‘ZONE’ dedicated to the freezers and take the air above the freezers into the area located for our assets. The floor space incurs cost so we wanted to capitalise on the total area.

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Entry Title: Red Bull - New Special Editions

Entry Category: 2 - Convenience/Route Stores

Entry Division: Temporary

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 Off Premise P&C and Route Launch included specific executions with over 100,000 pieces of POS displayed from September 2012 through to the end of December 2012 developed to ensure category growth, consum

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Entry Title: Solo Dumpbin

Entry Category: 2 - Convenience/Route Stores

Entry Division: Temporary

Entrant Company Name: Megara Australia

Schweppes felt that having their product confined to the fridges within the P&C environment, was limiting their opportunity to engage customers. They required a display solution that would allow them to present their products away from the fridges. The main purpose of the display is to get the consumers to think about buying a drink. If they decide they want to purchase one they can then collect a cold one from the fridge. To gain approval from the retailers Schweppes required a bin that everybody loved to use, it needed to be easy to assemble. The aim was to: Create a display that assembled in 1 minute or less. Generate product awareness through a high impact display making a visual statment. Have a clear section at the top for product visibility and branding underneath. Make it as easy as possible for customers to shop from. Hold a large amount of stock in a small footprint. Flat pack for transportation, in small vehicles.

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Entry Title: Eclipse Chewy Mints

Entry Category: 2 - Convenience/Route Stores

Entry Division: Temporary

Entrant Company Name: Pop Impact

Prior to the Launch of ECLIPSE Chewy Mints in 2012 the Chewy mint segment (inclusive of Mentos Fruit) was worth approximately $41M RSV. Lack of true innovation had seen declining sales in the past two years (-6.4% latest MAT period). The trend was even more pronounced in convenience. The segment was highly concentrated with 9 SKUs generating 90% of value. (Source: Aztec, National Grocery Sales MAT to 18/12/11). The category ‘need state’ map indicated an opportunity for a ‘purposeful’ or ‘functional’ product with a ‘soft’ of ‘chewy’ texture. Simply put –a chewy mint. (Project Kiss Consumer Mapping, 2010) Campaign Objective: - Drive category growth and penetration of the overall ECLIPSE brand through innovative/impactful Merchandise and - POS call out the 'New' news from ECLIPSE via disruption - Quick penetration in relevant channels

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Design
Entry Title: Kinderino Counter Display

Entry Category: 2 - Convenience/Route Stores

Entry Division: Permanent

Entrant Company Name: Pop Impact

Strategic objectives - drive breadth of distribution and increase retailer acceptance of Kinder off location displays outside licensed events. Kinder Surprise is the #1 kid’s confectionery SKU in Australia (AC Nielsen, Grocery, Value Sales, Singles, MAT to 09/06/2013). Kinder Surprise continues to evolve and drive excitement in the kid’s confectionery category through by driving the core brand and licensed products. The distinctive Kinder Surprise iconic shaped egg has always provided stand out on shelf. The objective was to leverage the iconic shape and bring this to life with a permanent POS strategy in the impulse channel in order to drive Kinder Surprise visibility and distribution of the core brand outside licensed events. Retailer space in the impulse channel is at a premium and it was critical to maximise retail space with a small footprint and to secure distribution with an inner of stock weight.

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Entry Title: 5 Adamantium

Entry Category: 2 - Convenience/Route Stores

Entry Division: Temporary

Entrant Company Name: Pop Impact

5 gum is the second power gum brand for Wrigley. After its initial burst onto the market in 2009, 5 has consistently created new news for its loyal consumers, via consumer promotions and NPD. In recent years market share has started to decline and the partnership in 2012 with Xmen First Class and 5 Mutant gum successfully started reduce the decline and drive sales. Leveraging this success it was a natural progression for 5 gum to partner with The Wolverine and launch limited edition 5 gum Adamantium. Objectives: • Drive sales and awareness and drive sales of 5 gum Adamantium and reignite the core flavours • Stop decline in Market share • Create impactful and stand out Merchandise to house Adamantium. As it is a limited edition variant it will not go onto shelves, so merchandise unit must have longevity in store

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Entry Title: Ferrero - Fruit Adventure

Entry Category: 2 - Convenience/Route Stores

Entry Division: Temporary

Entrant Company Name: Sainsbury POS Displays

Secondary Entrant Company Name: Ferrero

After researching shopper behaviour we discovered the following: Fruit flavoured mints are key to mint shoppers, accounting for 67% of their purchasing decision (Shopperpedia, 2010). We have found shoppers want a more interesting experience, with 30% seeking ‘innovative and trendy’ flavours and a further 47% seeking ‘sweet and fruity’ flavours (Ipsos, 2007). In a recent sensory research study, 88% of consumers believe TIC TAC Fruit Adventure offers something “new and different” and 65% of consumers showed strong purchase intent (Direction First Sensory Test, June 2012). To excel in this market space we needed have speed to market, a low cost display ( imported from China) allowing more distribution points vs budget create point of difference vs competitors brands and their displays

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Entry Title: 5 Gum Adamantium Tower

Entry Category: 2 - Convenience/Route Stores

Entry Division: Temporary

Entrant Company Name: Visy Glama

After its initial burst onto the market in 2009, "5 Gum" has consistently created new news for its loyal consumers, via consumer promotions and NPD.In recent years market share has started to decline and the partnership in 2012 with Xmen First Class and 5 Mutant gum successfully started reduce the decline and drive sales. Leveraging this success, 5 gum partnered with The Wolverine to launch limited edition 5 gum Adamantium.Objectives:• Drive sales and awareness and drive sales of 5 gum Adamantium and reignite the core flavours• Stop decline in Market share • Create impactful and stand out Merchandise to house Adamantium. As it is a limited edition variant it will not go onto shelves, so merchandise unit must have longevity in store.

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