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POPAI Awards 2013: Telecommunications, Home Entertainment & Electrical Retailers

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Entry Title: HP PC Innovation Stations - CoolSense & Beats

Entry Category: 9 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Temporary

Entrant Company Name: Convert

PCs and notebooks are displayed side-by-side in electronic retailers. Space is at a premium and price is the dominant communication. The marketing objective of the “PC Innovation Station” was to differentiate product in the last 3 feet and influence sell through in the last 3 feet.The experiential objective was to create a unique “HP experience” at the point of purchase that could not be replicated by other brands; influence sell through at shelf by generating consumer questions on HP innovations and be a sales prompt that assisted sales staff with an instant demonstration.In order to be successful, the units had to clearly explain the HP innovations; leverage high HP brand scores of “trust” and “reliability”; have small footprints; and be easily moved from product to product.

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Entry Title: HP ENVYx2 Shelf

Entry Category: 9 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Temporary

Entrant Company Name: Convert

The hybrid category was new in Australia when HP launched their “2 devices in 1” notebook and tablet. In most stores the HP ENVYx2 Shelf was the first bespoke hybrid POS unit to appear on standard island benches. There was a battle for market share, HP had just revitalised their brand position, retailer space was restricted at shelf and shoppers struggled to identify hybrid product. The retail objectives were to lift the ENVYx2 above competitors; identify the hybrid format; focus on the detachable screen; reinforce its “thin and light” design and ensure shoppers knew it was a touchscreen. The distribution objective was for maximum store compliance and coverage.

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Entry Title: HP ePrint Units - Live & Non Live

Entry Category: 9 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: Convert

Printers are not “big ticket” retail items and their benefits are not well understood by consumers, so they buy based on price and ink cost. Retailers display them on standard, close packed shelves, not premium space end caps. The objective of this POS was to increase printer sales, in both high value and mid value retailers across 100 stores, through POS that showcased the ease of HP’s ePrint functionality. The task was to build a display demonstrating function in real-time by linking a printer with a smart-phone and enabling a shopper to experience the process. This interaction strategy would translate to premium space allocation and printer aisle “ownership”. HP Original Inks were also to be profiled in close proximity to units to increase cross sales and optimise the units ROI.

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Entry Title: Microsoft Xbox Halo 4 Launch Display

Entry Category: 9 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Temporary

Entrant Company Name: id8 Studio Pty Ltd

Halo 4 was easily the biggest launch in the Australian market for the year and critical to achieving success for the financial year, however we were faced with a number of challenges: • Budget constraints • Large retail footprint meant a limited budget would be spread too thin to cover all stores • The Australian retail market is heavily reliant on buying retail space to execute VM instore. Competing titles plus other platforms had booked out the majority of retail floor space leaving challenges on where we could execute Halo4 in store. Objectives It was imperative to make Halo4 show up in retail with the impact it deserved. Our strategy was simple – get bang for buck, create the space and think differently. • Drive visibility of HALO 4 launch in JB Hi Fi • Showcase the range of Halo products in the one spot for additional sales • Needed to be cost effective and have longevity • Needed to meet JB Hi Fi display compliance • Create additional space

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Entry Title: Canon Lens Tower

Entry Category: 9 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Temporary

Entrant Company Name: Pop Impact

Achieve incremental sales of 4% in each store that the display stands were placed The consumer Challenge – the biggest issue we have is that we have more than 70 products in our range. When purchasing a DSLR, consumers will consider our lenses. However, with a huge range and premium pricing, consumers often find choosing difficult. In the past, Canon have produced 100 page booklets left behind the counter for consumers to read through and find lens, here, we’re about simplifying the journey. We had no key above the line campaigns and so forth, so we needed to establish our lens credibility and mitigate 3rd party lens sales.

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Entry Title: OPTUS AT HOME ENTRY

Entry Category: 9 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: Pop Impact

In Yes optus stores the Broadband section has traditionally been used to promote broadband at home. With release of fetch TV the area was decided to be used to promote this with a joint venture with Samsung to promote their series 7 tv screens. The area had to to become a destination for customers who go into the store to buy mobile phones traditionally to a destination to shop for the fetch unit that can be linked to your TV , Samsung Tablet and also Samsung camera. All new products are are linked to show customers the convenience of WIFI within the house. The unit needed to be designed in a way where it was modern to capture the interest of the shopper and once in the area , the live devices that can be used to interact with made the customer experience not only the devices but also get an understanding of how it works.

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Entry Title: SAMSUNG JB HIFI WALL

Entry Category: 9 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: Pop Impact

The objective was to create a destination within a cluttered retail environment where technology lovers could easily find and aspire to latest and greatest smartphone technology. Samsung wanted to partner with a leading technology retailer and provide them with a solution so the retailer could better target the technology pioneer and tech enthusiasts by becoming a destination for new smartphone releases. * Encourage consumers to switch to using samsung Telco devices *Showcase the latest and greatest samsung device *Display matching accessories to encourage upsell

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Entry Title: Optus Double Sided Floorstand

Entry Category: 9 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: Popcorn Displays Australia Pty Ltd

Pre-Paid Services was looking to create a display to increase shopper engagement with their product. Previously, their products were displayed in clear boxes, allowing the consumer to see but not interact. One of the key criteria for this new floor stand was to allow shoppers to pick up and handle their product as well as providing information about what was displayed. Other key criteria included: - Flat pack design for easy storage and distribution - Quick and easy setup - Customisable and updatable graphic and hardware elements dependent on store requirements - Small footprint to fit into any retail environment - Premium aesthetic

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Entry Title: Dolce Gusto Bing Lee End Cap

Entry Category: 9 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: Visy Glama

• A highly visible, permanent POS solution for electrical retailers was required to dress up standard aisle ends and transforming them into a premium NESCAFÉ DOLCE GUSTO destination ranging machines and coffee capsules together. • To attract new coffee machine shoppers during the October – December period with a fun yet premium looking unit that will ensure the NESCAFÉ DOLCE GUSTO brand stands out from competitors and remain in place for 12 months +. • A simple yet stylish solution to allow the unique product remain the focal point. • The design should take into consideration electrical & department retailers POS guidelines. • Create a link between the display and the extensive ATL advertising for the new launch. • Achieve retailer specific sales targets for the period October – December.

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