On Thursday, November 25th, the results of the POPAI Awards competition were announced, in which the best in-store communication projects at the point of sale on the domestic and foreign markets are being awarded. This year, we succeeded again and won a total of six awards.

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The display for Jägermeister showed a hologram for the first time in the Czech in-store communication

Fans of the popular Jägermeister alcoholic beverage could compete for 210 Xboxes and virtual reality since October. Our palette island with a hologram as its key element has raised awareness of this event.

The display attracted a wide range of shoppers above the age of 18 years. “Our vision combined three requirements: to create an in-store communication level that would attract attention in crowded stores, convey the main message of the competition and, at the same time, be based on the brand identity,” resumes Lenka Horníková, the Trade Marketing Channel Specialist at Mast-Jaegermeister.

Twenty-five pieces of this unique P.O.P. application have been developed in various configurations: end caps, two-pallet displays and four-pallet displays. You can see them in Ahold, Globus and Tesco retail chains throughout the Czech Republic and Slovakia.

The hours of hard work paid off

Undoubtedly, the most eye-catching element of the display was the holographic projection of a deer, which brings it into the virtual reality. “Among other things, our brand shows also innovativeness and effort to promote new ways of hunting the best experiences. Therefore, when we get acquainted with the hologram, we were clear that we wanted to bring this innovative technology to the Czech-Slovak retail,” comments Lenka Horníková.

It consists of rotating blades with a row of LEDs. One minute video loop is being transferred to them. The deer modelation took countless hours. We couldn’t use a live model. The only source material we had was a key visual from the client. When programming we had to pay special attention to every detail. For example the muscles on deer’s legs, which move as it walks, took a lot of our effort.

In addition, customers will discover other eye-catching features. Deer heads peek out from the central circle at its sides, which is another way to incorporate the client’s central motif. We made them using the engraving method, during which the deer outlines are being engraved into the plexiglass plate and subsequently highlighted backlighting them. An important attribute is also a built-in freezer from which the customer can take a beverage frozen to the recommended temperature of -18 ˚C.

We strongly believe that there will be more and more clients wishing to follow the path of innovation similar to this project. The whole activation attracted attention and evoked positive emotions of shoppers. In addition, it also succeeded when judged by experts as it became the absolute winner of the POPAI Awards. Moreover, the Místoprodeje.cz portal chose it as the best implementation in October and the display also won its annual competition POP STAR.

Your Dago team

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