A HIGH-QUALITY DISPLAY CAN CHANGE ATTITUDES

The in-store Red Bull campaign by Dago brought the viral video mission to the shopping cart and increased sales by 20 percent.

This year, when planning the summer Czech-Slovak activation, the Red Bull energy drink brand came up with an assignment for a campaign connected with the F1 Red Bull Racing team. The campaign connected with the road trip video “From castle to castle” presented the beauties of both countries and set a high standard for in-store displays. The connection of the Red Bull brand to F1 races lasts for a long time and, in addition to the results of the racing team, it is being garnished , for example, with a record pit stop time of 1.82 seconds. It created the basis for an in-store campaign, which enticed it to compete for the fastest pit stop in an online minigame.

“The campaign is the highlight of the year for us. We wanted to bring an exhibition to the point of sale, where the customer stops, watches a video, feels the premium of the brand, and buys a product. Materials, technologies, and good lighting had to match,” says Petra Diamond, Director of Trade Marketing for the Czechia and Slovakia of Red Bull. The goal was to engage customers, make the brand visible in the in-store branch and build reach.

MORE VERSIONS AND FOCUS ON DETAILS

The in-store solution provider, Dago, came up with five different concepts, from which Red Bull chose one winner. “Development was challenging and we improved many prototypes due to strict requirements. During the development, we also created a prototype of a cardboard formula, but in the end, another version was given priority due to the larger capacity for the exhibited products,” describes Jakub Petráš, Project Manager of Dago. It was a specific project from the point of view of production and logistics requirements due to atypical versions of the design and differences in visuals.

The materials were cardboard for the basic display types, others used plastic and the larger sets had a wooden base enriched with metal structures imitating the finish gates of the racing circuits. Everything was complemented by lighting, visual backlighting, LCD displays, and illuminated traffic lights. In addition to elements of the F1 races, the displays referred to monuments and important places from both countries, such as Charles Bridge and Štrbské Pleso. A total of 86 pieces of displays were produced in five variants in the form of two-pallet displays, four-pallet displays, end caps, refrigerators, and shop-in-shop modules. The real F1 monopost was exhibited five times, in seven stores customers could try an interactive game “pit stop”. The displays were created in two language versions and for different sales networks with different elements. Tailor-made versions for specific stores were also produced. The displays were placed in selected stores of Globus, Albert, Tesco, Kaufland, JIP, Malina, Delia, and others, and at selected MOL and Slovnaft petrol stations.

A HIGH-QUALITY IN-STORE SOLUTION MAKES SENSE

The first feedback from the campaign was very positive. Stores and chains where there were no displays showed interest in them because they perceived them as added value for customers. At the same time, some of them did not show any interest in the displays at the beginning, this change of attitude proves that a quality in-store solution can attract and increase sales. For this reason, we are just producing additional displays.

The game “PitStop challenge”, where competitors could win a trip to F1 races and other prizes, experienced over a quarter of a million plays. According to the results from Nielsen CZ & SK, the sales volume in the period June-July increased by 20 percent year-on-year, compared to 2019 by 27 percent. The displays remained in more than 40 stores even after the activation end, which was also possible thanks to the easy exchange of graphics and key visuals.

“So far, we haven’t had such an elaborate display in the in-store to such an extent, and the results show that it has paid off,” adds Petra Diamond. Stores and chains where there were no displays showed interest in them because they perceived them as added value.

The campaign in numbers:

• The campaign’s year-on-year increase in sales was 20 %.
• 40 stores kept the display even after its activation end.