The best in-store and POP activations from around the world were recognized by the shop! Global Awards last month, with Australia taking home six of the category's 18 awards.
With the shop! ANZ General Manager Carla Bridge.
Carla Bridge
Taking home two of these was Maake Australia for Treasury Wine Estates' 19 crimes. Get your mug shot and join aisle activation in First Choice stores.
The campaign, which aims to increase sales and awareness of the 19 Crimes wine ranges, won the alcohol and tobacco categories as well as temporary and field and shop advertising.
Buyers can have their "mug shot" photo taken in a specially developed Corflute photo booth and have their own personalized wine label printed with their mug shot. During activation, consumers could test the product and learn about the brand's history. This went beyond the in-store experience as the bottle became a topic of conversation even in a social setting. The promo led to a 346.7 percent increase in sales for the brand.
In the most competitive food and grocery category, Nestlé's Odyssey activation was taken home by id8 Studio and Indicia Worldwide. The goal of this project was to reclaim the front line of business in independent companies by using unused airspace to promote sales of KitKats' Gold range and turn it into a profitable sales territory.
This was a premium display with built-in lighting and used wood grain effect and metal attachments. However, all of this could be adjusted for newer stores to suit their appearance. As a result, the two Helden KitKat products saw sales increases of 40 percent and 20 percent.
XPO Brands won in the Digital, Mobile and Interactive Global categories for their Augmented Reality SnapChat scavenger hunt at the Easter show last year for Heinz Mayonnaise.
This is designed to play the egg connection between whole egg mayonnaise and Easter with the slogan "whole eggs worth looking for".
Using Snapchat, showgoers triggered clues on the showground to find six virtual golden eggs and take selfies with them to win a share of $ 1,000 per day. There were also hints at the Heinz stand in the poultry pavilion.
This campaign generated 165,597 Egg Hunt Snapchat impressions and 12,000 bottle returns and increased NSW's market share by 29 percent.
The Irish winner in the permanent Grocery, Grocery and Convenience category was Heineken, who created the “Zero Zone” looking for a single solution to accommodate all of its non-alcoholic brands and increase sales in the “Zero Alcohol” category.
There are now more than 700 Zero Zones in Ireland in all store types, including supermarkets, convenience, independent and wholesale channels, to further expand the Zero Zone presence this year.
Zero-zone stores saw a 57 percent growth in alcohol-free customers, with 70 percent of buyers overall new to the beer category. Of these new buyers, 55 percent were new to the Heineken brand.
One Brazilian contribution took home the global sustainability award for PepsiCo, which presented the Performance with Purpose project in Brazil, which aims for long-term sustainable growth and leaves positive traces in society and the environment.
In the context of this program, concerns were raised about where the waste that is generated during the production and post-use phases of plastic packaging goes and PepsiCo wanted to find a new use for it.
As a result, a display made entirely from post-consumer plastic packaging was designed for use by PepsiCo's Elma Chips brand. This achieved the goal of being a sustainable solution for sales outlets and contributing to the recycling economy for plastics.
Recycled material was used in the creation of the POS, the equivalent of 75 million packages, or 450 tons of recycled plastic in eight years. This is a modular display that can be dismantled and easily assembled at the point of sale, reducing storage and transport costs.
Over the Carla Bridge
Carla Bridge is the general manager of the nonprofit retail marketing association Shop! ANZ (formerly POPAI). Business! offers a range of membership services for retail marketers in addition to the annual Marketing at Retail Awards. Carla has over 15 years of experience in the Australian retail and FMCG industries. Before shopping! ANZ, she was the head of media and communications at the Australian Retailers Association (ARA).
About shop! ANZ
Formerly known as POPAI, Shop! is the only global, not-for-profit, industry association dedicated to promoting excellence in shopper marketing and retail experience. With 20 branches in 45 countries and over 1700 member companies worldwide, Shop! brings global best practice information, resources, recognition and networks to our members. For more information, please visit www.popai.com.au or email www.shopassociation.org.au.
