POP Art Australia, Creative Instore Solutions and POP Impact have demonstrated their retail marketing leadership when they took out Displays of the Year at the 2011 POPAI Marketing at Retail Awards.
POPAI’s general manager Karen Spear said the quality of the entries in 2011 was the best yet.
“There is a real shift in the industry right now, and we’re thrilled to see such innovation and cutting edge thinking happening in marketing at retail campaigns this year,” Spear said.
Temporary Display of the Year – Cars 2 The Movie Launch, produced for Mattel by POP Art Australia and Disney Consumer Products. The POS elements combined all the action and fast paced fun of the characters in the movie and brought them to life in store. The interactive Gondola End Wing with sound box was seen by both Mattel and Retailers to be the key piece of innovation within the launch. The linking of visual appeal and interaction with the actual character cars on the race track was seen as an innovative first for the toy retailer industry.
Semi-permanent Display of the Year – BIC Lighter Display, produced for BIC Australia by Creative Instore Solutions. This iconic POP helped BIC dominate the lighter segment in Grocery & Liquor store environments. Given the low consumer involvement in product purchase process, it was important to capitalise the highly lucrative front of store locations with visually impactful permanent merchandise units. The units needed to have a small footprint and be easily adaptable in restricted and / or busy store front locations. Increasing visibility on or around the front counter drove impulse sales and top of mind recall – thus generating incremental sales.
Permanent Display of the Year – IGA Baby Boulevard, produced for Kimberly Clark by POP Impact. Baby Boulevard’s objective was to transform the IGA retail environment by converting the current baby aisle into a fun and interactive shopping experience. The experience that offers an ambience that engages both mum and child, whilst also providing mum with easy access to information, and clearly distinguished category segments. The display allows mum time to shop all categories easily as their child is interacting with in store theatre – through the bright POS, interactive animal noises and recognisable Disney characters.
“These campaigns really demonstrated best practice principles, innovative thinking and what works in real terms in the retail environment. This is industry leadership at its best,” Spear said.
“POPAI sincerely congratulates all the winners across all categories for their outstanding contribution to the retail marketing landscape in 2011.”
All entries were displayed as part of the Marketing at Retail Expo on 13-15 September, 2011, at the Melbourne Convention and Exhibition Centre. The judging panels were comprised of experienced retailers, brand marketers and producer/suppliers across the industry.
“The Marketing at Retail Awards program really showcases the best of the best in the industry, and now we can’t wait to see what’s on the horizon for next year,” Spear said.
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