POPAI Awards 2009: Telecommunications, Home Entertainment & Electrical Retailers

Entry Category: 10 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: Active Display Group

The main objective for this campaign was to:Expand the reach of the WiiFit brand into a broader reach of customers.Increase the customer understanding of WiiFit.Make WiiFit and information more accessable in store, without limiting the stand to the gaming area and on shelves.Obtain interest from key and new markets for Wii Fit.Provide information and product easily without having to go into the gaming area. Get the product out of the gaming area and away from behind cabinets and in shelves, to reach a broader market and expand the market reach.This is the first product of its kind in that the target audience were not likely to shop the computer gaming area of department stores like Target.The idea was to interrupt shoppers with information and a purchase opportunity for a product aimed at women over 25 years of age.

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Entry Category: 10 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: Adline Group

Video Ezy has the proud distinction of being one of Australia's best-loved brands. As a household name for over two decades, Video Ezy strives for excellence in home entertainment, delivering to its members a service that is dynamic and innovative with a focus on quality and value for money. Over the years the traditional Video Ezy store as a rental destination has needed further consideration due the emergence of competitive DVD retail chains such as JB Hi Fi, BigW & Kmart.Due to the competitive price points being offered, a shift in strategy was necessary for Video Ezy to remain at the forefront of home DVD entertainment. A mix of rental and retail would secure the future, but required a new approach to in store merchandising.Video Ezy and Adline Group set the following marketing at retail objectives; Create an in store presentation format that caters to BOTH rental and retail of DVD's and associated products Create high impact and hype around new releases Efficiently display back catalogue titles and weekly rentals Have flexibility to change with promotions and event sales Make it easy for customers to quickly find what they want

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Entry Category: 10 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: Brite Solutions

Secondary Entrant Company Name: BlueStar Print Group

The Vodafone $2 SIM card product was launched in 2004 positioned as an impulse purchase item with a consumer promotion of 10% off. The promotion was accepted Nationally by retailers and due to the success was extended indefinately. Competitors have launched similar products and the product offer needed to be re-invigorated and re-launched to ensure the product and brand was the leading SIM card product with retailers and consumers.Objective was to re-launch the $2 SIM card product by offering retailers a fresh looking, modern, permanent display solution that positions both the product and the brand as a premium telecommunications offer to consumers.A specific consumer promotion was developed for each retailer to support the re-launch. Lead promotion was connect to Vodafone for $2.00 and spend $X.00 per month and gain credit + Vodafone benefits.(Specific details of promotion are confidential)Achieve National distribution across key retailers supporting the consumer promotion.

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Entry Category: 10 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Temporary

Entrant Company Name: POP Art Australia Pty Ltd

The Gears of War2 game was developed to compete with other new interactive gaming competition - it was crucial for GOW2 to be successful as Microsoft game sales were lagging behind its competitors.Xbox 360 (Microsoft) has been falling in sales with the new Nintendo Wii flooding the market - so the launch of Gears of War2 required point visual marketing that could saturate the market, to remind gamers of the Nintendo brand and make a positive impact on consumers.The key to the campaign was to get the realism of the game and the exclusivity to Xbox across in a quick and simple graphic manner and be able to flood areas of retail with visual POS.

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Entry Category: 10 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: POP Impact

The objective was to:- Inform the target audience about features and benefits of the Sony Digital Photo S-Frame and its competitive advantage - elegant, contemporary design, superb HD image quality, fun, convenient viewing features.- Secure prime real estate on shelf.- Increase product awareness among the target audience

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Entry Category: 10 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: POP Impact

The aftermarket GPS navigation market has grown considerably in the past few years with many new competitors gaining market share.The main objective is to secure prime floorspace in major retail partners with an interactive display that engages shoppers.The display should allow shoppers to experience the various Navman GPS Systems on offer and at the same time promote the brand.Periodically new models will be introduced, thus the display needs to cater for various size GPS navigation systems.

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Entry Category: 10 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: POP Impact

The Sony XEL-1 OLED (organic light-emitting diode) Digital TV is the first and (currently) only one of its kind. Its 11-inch screen delivers a superbly contrasted picture with richly saturated colors.The objective of the display is to show the premium status of the OLED TV - the ultimate small screen TV.

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Entry Category: 10 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: SPOS Pty Ltd

First 30 stands creating a seeding mechanism and provided to top 25 DSE retailers and top 5 channel stores.The objective was to create a POS display that would cover the entire range of Logitec Harmony remotes. To engage in customers at tactile level in store - allowing them to pick-up the product, to press the buttons, to "feel" the comfort of the ergonomics.To educate the store and customers on the features of each remote.To consolidate the entire Harmony range in 1 display to showcase the entry-level to high-end luxury remote.

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Entry Category: 10 - Telecommunications, Home Entertainment & Electrical Retailers

Entry Division: Permanent

Entrant Company Name: Visy Glama

One of the main objectives was to back up the above-the-line advertising & promotional activity organised for the Launch of "Guitar Hero - World Tour" kit.With the units set up in store & accessible to all - it was a interactive way to showcase the new components to an already existing popular game.

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