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POPAI Awards 2013: Services & Lifestyle Providers

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Entry Title: Greenies POS Suite

Entry Category: 8 - Services & Lifestyle Providers

Entry Division: Permanent

Entrant Company Name: 5P Group

A relaunch of the Greenies brand within pet specialty carried with it the need to educate the shopper about the health benefits of the product, building upon the existing brand awareness to trigger recognition at every touchpoint. The key marketing objectives were: 1. Drive an increase in sales of Greenies products within pet specialty 2. Greenies brand to be at the forefront of dental health 3. Leverage from the brand equity and create a cohesive suite of elements that trigger recognition at each touch point in store

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Entry Title: Bayer Multi-Product Freestand

Entry Category: 8 - Services & Lifestyle Providers

Entry Division: Permanent

Entrant Company Name: 5P Group

Products like Advocate, Advantage and Advantix are high value products which are generally housed behind counter in Pet Specialty outlets. This restricts brand and product awareness as customers cannot be targeted until at counter. The Bayer Multi-Product Freestand is designed to be placed throughout the store with 'dummy product' in order to generate more interest and awareness. The key objectives for the implementation of this unit were to: 1. Increase sales of products in stores with off-location unit 2. Increase product awareness

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Entry Title: Woolworths Petrol Bollards

Entry Category: 8 - Services & Lifestyle Providers

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: Australia Post Domestic Parcel Product Standardisation

Entry Category: 8 - Services & Lifestyle Providers

Entry Division: Temporary

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

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Entry Title: Honda - Versa-Tool Display Stand

Entry Category: 8 - Services & Lifestyle Providers

Entry Division: Permanent

Entrant Company Name: icandy Creative

Honda has a direct competitor with a strong brand presence in the dealerships. One of the main objectives was for Honda to ‘own’ more floor space and increase their presence in-store. Dealers had to purchase the stand from Honda, therefore producing an appealing, affordable display was integral to ensuring dealer uptake of the display.The stand is often positioned next to the competitor product so it was important to ensure the buyer was drawn to view the Honda display first. Visibility and brand identity was therefore another important factor.As this was a new product launch, ensuring product and attachments were displayed in an easy to understand manner was crucial. Given the tactile nature of the product it had to be easy for customers to pick up and test out.

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Entry Title: Profiline Counter Display

Entry Category: 8 - Services & Lifestyle Providers

Entry Division: Temporary

Entrant Company Name: icandy Creative

The objectives of the Profiline Counter Top Stand were:- To support the sell thru of the Profiline 3Ply Cookware range in Peter McInnes’ retail outlets.- To provide a stand-out point of purchase communication tool that would allow for the communication of the key features and benefits of the range.- To provide a place for brochures to be displayed. - For a cross section of a product to be displayed. - All while keeping a small footprint so that it could be easily integrated into any kind of shelf space.

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Entry Title: Hills FSU for Small Can Promotion

Entry Category: 8 - Services & Lifestyle Providers

Entry Division: Permanent

Entrant Company Name: icandy Creative

- Increase purchase frequency on wet products through shopper interruption- Increase awareness on Science Diet wet products- Gain stock commitment from store through a secondary display unit- Create an off-location display unit that would hold all the new wet lines and be attractive for retailers to maintain as a permanent secondary display.

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Entry Title: Alemlube Premium Display

Entry Category: 8 - Services & Lifestyle Providers

Entry Division: Permanent

Entrant Company Name: icandy Creative

The primary objective for the design and placement of the Alemlube Premium Display was to create an increased brand awareness and further profile the quality and diversity of Alemlube product lines. Being head and shoulders above competitor’s display systems was an important consideration in the design process and one to be carefully achieved within the retail spaces available.Alemlube consciously aimed to raise the standard of their own previously designed top end display to direct more end user customers toward a more dominant Alemlube product display in store.Roll out to coincide with a new product launch was a major factor in the design and production scheduling to create even more impact at retail.Stock holding was also factored in to enhance the overall Alemlube branding and product presentation experience.

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Entry Title: Samsung Navibot Shelf Stands

Entry Category: 8 - Services & Lifestyle Providers

Entry Division: Permanent

Entrant Company Name: Pop Impact

Navibot objective was to separate it from its competitors and generate a point of difference in robot vacuuming. Also to drive sales during off peak period. The development and the implementation of the stand was to stand out at eye level in stores when traditionally it was placed on the floor.

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Entry Title: Supercheap Auto Touchscreen

Entry Category: 8 - Services & Lifestyle Providers

Entry Division: Permanent

Entrant Company Name: Popcorn Displays Australia Pty Ltd

Supercheap Auto set our brief to provide an in-store interactive solution that could be used across all of their product categories. The touchscreen kiosk solution was designed to be easy to update in-store through a 1-step USB insertion with completely customised application. The Shipped application was designed to provide personalised product advice in the Oil and Lubricants category allowing customers to quickly find the right products for their vehicle. Every brand of oil that Supercheap stock can be searched. We designed the case to match the Supercheap Auto branding.

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