We already know winners of this year´s POPAI Awards, which awards the best in-store communication projects. Altogether we won 13 awards. The Jägermeister display with a hologram became the absolute winner.
Halloween becomes more and more popular in the Czech Republic. Coca-Cola has introduced a limited edition of Fanta Black Blood Orange with a blood orange flavor that combines Halloween playfulness and craziness. We produced a distinctive scary display for this product.
The summer relaxed atmosphere should certainly include barbecuing and refreshing beverages cannot be missing. That is how we could sum up the main idea of the campaign “Barbecuing with Coca-Cola”, for which we produced a shop-in-shop with a table and a garden grill.
In Hamleys, the Prague toy store, an entertaining world Hamíkov, where parents can spend their leisure time with their children, was built in cooperation with the company Nutricia. We have created an interactive display for it with the offer of Hami baby food.
The producer of confectionery, chewing-gums and pet food Mars recently introduced a campaign for Orbit and Airwaves chewing-gums called “Arrive fresh in a new car!”. Our one-palette display informed of the contest and attracted attention in Tesco and Globus stores especially thanks to a car model with interactive elements.
The famous Captain Morgana sailing ship we made for the company Stock Plzeň-Božkov, won an award of the international association Shop! at the Global Awards competition. From the final ceremonial, which took place in Chicago, USA, we brought home an award for the best marketing in-store project in the strong category of alcoholic and tobacco products.
We won totally five medal positions at the Thursday´s finals of the world competition POPAI Euro Awards, in which the best projects from the sphere of in-store advertisement compete with each other. We won with all five March nominations.
How to draw attention of customers to the fact that they will find the non-alcoholic Birell refreshment for hot summer days also in the departments of beers, non-alcoholic and alcoholic beverages in their supermarket? For this purpose, the brand has been using a new end cap, we have produced, since the beginning of May.
Big black puck, two hockey sticks on the sides and enthusiastic funs in the background – these are the most noticeable elements of the end cap we made for Coca-Cola.
Production in the P.O.S. segment is very complex and many subjects cooperate within it. For a long time already we have wondered how to manage our individual projects more effectively – from the production itself to the product placement in stores.
You can see Robot Karel in Albert and Hruška stores
The Kofola campaign with Robot Karel focused on supporting new flavours takes place also in an in-store environment. After Globus stores, now it takes place in Ahold stores and selected Hruška stores. In this display, the client gave more space to the creative part of the campaign compared to the past.
This year´s hero of the Kofola campaign, Robot Karel, gets also to stores after TV spots, social networks and other channels. In the one-palette display, we have used Karel as its dominant element that can be easily connected by customers with the story of looking for a cyber-love from other parts of the campaign. “Compared to the previous years, the display puts less emphasis on the amount of exposed products. The entire half is devoted to a creative concept to achieve visualization of the brand within the campaign,” explained Jana Riegerová, the Trade Marketing Manager Senior Retail CS from Kofola. The displays were placed in Globus stores and have been also placed in Ahold stores and in selected Hruška stores.
We have created the display entirely from cardboard and it has several interesting features. It is double-sided, so that it can stand alone in space. Its speciality is that it does not include any palette. The display with Robot Karel is a monolith, which we completely assemble, transport to place and stuff with products. This procedure has been chosen due to the complexity of the display. The construction without any palette made it possible to create round corners and use them for branding. So that the brand is visible from angles that are otherwise worse usable. The visual attractiveness of the cardboard design increases with 3D elements and their layering, for example the wheel on the robot´s head and other industrial-looking parts. “This is a solution similar to the Rajec cardboard display, which succeeded at POPAI Euro Awards. Higher proportion of the image part of the whole composition of this display also increases its attractiveness, which is the reason why some stores tend to leave them in their stores even after finishing the promotion action. We will be delighted, if this is partially achieved also with Robot Karel,” added Jana Riegerová from Kofola.
Over the last two years, we monitor usage of more attractive displays, which should support sales as well as provide unique experience when meeting such presented brand. This is often the case when clients wish for more complete services: assembling it in production, transporting it to the store and stuffing it with products. As the emphasis on creativity and visual attractiveness continues to grow, we expect an increase of number of projects realized in this manner in the future.
Your DAGO team