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12. SEASONAL & SIGNAGE

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Entry Title Asda Halloween 2017
Category 12. Seasonal & Signage
Company Name The Delta Group with Creative Race
Client Company Name Asda
Entry Number 12-001
Year Entered 2018
What was included?
Bay Header Blinker Stripping backboards Shelf liner J Rails Friezie Header Hanging Signs Gondola end Side stack blinker Gondola end nose Banner Foyer Poster Gondola End Ear Arch Gondola End Ear Arch Low Ceiling Bay Header Arm Foyer Hanging Sign 1m x 1m Floor Sticker SEL Highlighter Banner SEL Highli....
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Target Environment
Supermarket environment, grocery and GM, in support of Asda’s Halloween campaign that transformed the seasonal aisle for a five-week period. In retail terms, Halloween is one of Asda’s premium seasonal events alongside Christmas and Easter, and is the UK’s fastest growing seasonal occasion. Competit....
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Materials
Correx EE flute, FBB 350 mic, Silk art paper 170gsm, Display board 1250mic, double visual, 2mm foamex (installation on site for seasonal aisle entrance, and theatre elements inclusive of foyer hanging signs, bay header arms and gondola end arches - All other non install elements were flat packed and....
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Objectives
The Halloween campaign was TTL and touched all media touch points. To help create impact and a big bang in-store, the overall design, including the environment theme, colourways, fonts and assets, were all in-line with the Halloween packaging creative concept developed by BOS. The creative concept w....
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How it achieved objectives?
Asda want to really showcase their personality, with a focus on innovation, to continue to stay one step ahead of competition and give customers a reason to visit. In addition to this, they want to improve existing price perception and combat discounters’ entry-level price points. With this is mind,....
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Entry Title B&Q Tooltime Giftbox
Category 12. Seasonal & Signage
Company Name SMP Group
Client Company Name B&Q
Entry Number 12-002
Year Entered 2018
What was included?
A large, cardboard engineered POS display gift box with 3D bow, open lid and extruding presents.
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Target Environment
B&Q DIY and accessories stores within their seasonal promotion space.
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Materials
In order to create the most impact instore, we litho printed this campaign onto paper using the Roland and mounted to EE flute. This would ensure a high-quality print finish and strong, punchy colour for this seasonal campaign.EE flute was chosen for its stability, whilst also benefits from ease of ....
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Objectives
B&Q wanted to create a theatrical tool-themed centre piece for their Christmas display, to promote products and encourage sales in this area.The display needed to be designed so that it could be implemented by in store staff quickly and easily.
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How it achieved objectives?
The oversized tooltime gift box introduced an eye-catching feature to B&Q’s festive space, welcoming a high footfall of shopper traffic into the promotional area.With full creative produced by Breed, SMP’s creative agency, we created some initial drawings and produced a printed mock-up that was pl....
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Entry Title EE Christmas Retail Campaign 2017
Category 12. Seasonal & Signage
Company Name Communisis Plc
Client Company Name EE
Entry Number 12-003
Year Entered 2018
What was included?
Snowmen Snow Robin Christmas Trees Sledge Presents Window Vinyls
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Target Environment
The 2017 EE Christmas campaign is targeted at all EE retail stores across the UK and Northern Ireland. This also includes stores we have within Argos and Sainsbury’s stores, totaling to 609 stores. All stores have a different footprint and layout space, across 7 formats that dictate the space and su....
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Materials
Snowman and Snow Robin: • Styrofoam body • 5D CNC finishing • Glitter dust coating • Spray painting for the nose, eyes and other small globes from Styrofoam • Handmade textile hat and wool scarf Sledge: •MDF structure •Mat lacquer spray paint finishing Presents: •EB flute cardboard •CMYK offset prin....
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Objectives
There were 3 key objectives of the campaign: • Deliver a premium, impactful Christmas campaign, with stand out window and instore displays. • Draw customers into the store, and make them feel that EE was celebrating Christmas within the store environment. • Tie seamlessly into EE’s offers at this ti....
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How it achieved objectives?
The 2017 EE Christmas campaign was a retail-lead campaign, and once the idea was established and prototypes were created, other EE channels adopted it including digital, internal communications and base communications. The campaign achieved it’s objectives in the following ways: • It was a more prem....
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Entry Title NIVEA Christmas Train Suite
Category 12. Seasonal & Signage
Company Name Superior Creative Services Ltd
Client Company Name Beiersdorf UK Ltd
Entry Number 12-004
Year Entered 2018
What was included?
Premium Customer Engaging Xmas Train suite - Large train which housed 5 free standing display units and small train counter top unit which housed smaller gifting items.
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Target Environment
Asda
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Materials
EB Flute: This was used in all the main structural areas. Material is strong and light, with a good print face. E Flute: This was used in all the small structural detail areas. Creases are better and less flute edge showing. Gives a crisp clean finish. Crescendo 610 mIc: This was used in all the are....
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Objectives
To generate excitement and engagement around the festive period of purchasing gifting in a very busy environment. A huge sales driving activity within stores as stockholding was large.
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How it achieved objectives?
This was an integral part of Beiersdorfs main christmas campaign for gifting in 2017. The train drove an average sales increase per store of 131% vs stores with no train in. By being so visible to shoppers, this unit was able to be shopped heavily. All 62 Trains were placed in store with varying car....
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Entry Title Poundland Winter Remedies Seasonal Event
Category 12. Seasonal & Signage
Company Name HRG UK Limited
Client Company Name GlaxoSmithKline
Entry Number 12-005
Year Entered 2018
What was included?
This entry includes a pack of POS which included the below items in order to form a 3-month long seasonal event for Winter Remedies in Poundland: - FSDU -Aisle Fins -Barkers – 2x Beechams, 1x Panadol - Window Posters -Clip Strips - 2x Beechams, 1x Panadol (placed in the healthcare aisle but also in ....
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Target Environment
The seasonal event was run across the full chain of Poundland stores. Poundland stores are mostly located in high street locations with busy shop floors, so it is usually difficult for shoppers to focus. By designing a full 360-degree in-store experience at the relevant time for the Cold & Flu seaso....
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Materials
While we saw the potential for incremental sales by investing in this channel, the channel poses challenges in terms of margin, so we had a low target for the total investment budget possible in order to maintain healthy margins. We asked the suppliers to work with a target of £45,000 for all POS it....
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Objectives
We decided to partner with Poundland with a proposal for a Winter Remedies in-store event because of the following objectives: 1)Unlock full potential of the discounter channel for our cold & flu (Beechams) and pain (Panadol) brands – target of £2m RSV Sept-Dec 2017 across the 2 brands versus just o....
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How it achieved objectives?
1) HRG – creative development to achieve the marketing objectives: We were tasked to adapt the Beechams key visual for the cold and flu season, implementing it into a busy retailer environment via various pieces of POS. -We asked the shopper ‘Whats your symptom’, empowering them to self-identify w....
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Entry Title Pringles Christmas Tree Display
Category 12. Seasonal & Signage
Company Name Communisis Plc
Client Company Name Kellogg’s UK and Ireland
Entry Number 12-006
Year Entered 2018
What was included?
Freestanding display unit. Kit consists of 2 x FSDUs, 2 x side panels, 2 x headers and 1 x star
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Target Environment
Large format grocery retail stores, featuring at end of aisle displays as well as larger front of store foyer displays.
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Materials
The FSDU body, header, side panels, and star were all produced from EB flute and were litho printed and die cut (due to the quantity produced) then glued. The star was formed from 2 flat parts which slotted together to form a 3D representation. The FSDU body, header and side panels were drilled with....
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Objectives
Christmas is a time where friends and family come together and enjoy special moments and Pringles are often part of the occasion in many countries as a favourite snack for all ages. So the aim was to create a disruptive Pringles Christmas display that was cost effective, modular, and which could be ....
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How it achieved objectives?
The unit achieved all its marketing objectives as it created disruptive displays instore, demonstrating differentiation against other brands. The design and construction was practical and easy to assemble and merchandise by the Pringles instore teams, as well as being a much more cost effective unit....
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Entry Title Tesco Christmas Decorations
Category 12. Seasonal & Signage
Company Name Augustus Martin Limited
Client Company Name Tesco
Entry Number 12-007
Year Entered 2018
What was included?
Rotating Chandeliers 5mm Foamboard main snowflake printed 4 colour process, 5mm Foamboard hanging snowflake printed gold/silver glitter double sided, 440mic PVC hanging snowflakes printed white / red / gold/silver fizz glitter and incorporating Photo-voltaic motors Static Crackers Mirri board with g....
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Target Environment
Ceiling Decorations to enhance the stores festive, seasonal cheer
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Materials
Static Crackers - Mirri boards and specialist inks were chosen to add 'sparkle & glitz'to create an impactful 3D in-store decorations. The aim was to be robust yet lightweight and easy to install. The decorations were to be in-store for approx 8 weeks Rotating Chandeliers - were an addition to the a....
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Objectives
In-store was an instrumental channel in helping to achieve one of the Tesco marketing objectives in encouraging footfall thereby increasing the market share ambition by encouraging customers to increase their basket size (more items) or by spending more on items (trading up) once in store. The in-st....
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How it achieved objectives?
The decorations formed part of the overall In store marketing campaign & creating the festive enjoyable environment. Store compliance across the whole Tesco estate was very high (All stores displayed some if not all of their decorations due to certain store restrictions)and the creative was linked t....
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What features of the entry make it innovative?
Solar cells were used to enable the snowflake to turn on its own accord, as an environmentally and cost conscious alternative to batteries. After extensive testing in the store environment we ascertained that the cells would produce the right amount of power to drive the small motor to rotate the sn....
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