POPAI Award Nomination 2017

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JamesonInstore

We are delighted to have been nominated in this year’s POPAI Awards with Jameson Limited Edition Display for Irish Distillers Pernod Ricard.

The Limited Edition “Connected” Bottle suite of POS included three tiers of disruptive stands; Gold High Impact, Silver and Bronze. These were placed in strategic multiples and independent retail outlets for a 4-6-week period in the lead up to St. Patrick’s Day.


Objectives:

The primary marketing objective was to produce a disruptive but structurally sound walk around display that told the story of the Jameson Limited Edition 17’ bottle.

The secondary marketing objectives were to:

  1. Drive Awareness of the Limited-Edition Bottle and NFC Technology
  2. Encourage purchase around St. Patrick’s Day
  3. Deepen advocacy levels with the strategic target market by rewarding them with immersive brand experiences.


Process: 

The process involved our design team and an independent structural engineer meeting with the client to gain a clear understanding of the brief. Initial sketches were developed for display options, emphasising the key elements of the design. There were certain complexities around this design, in that the stand had to be strong enough to hold 96 bottles and there were restrictions on floor space within stores. Therefore, the stand had to be built within the parameters of the space provided.

Sketches were approved, keylines were created and the process of prototyping began. A white sample prototype was produced. Upon approval of the prototype, we commenced with colour testing to ensure the colours emulated Jameson’s premium brand standards. The display stand then went through a series of weight testing, to ensure the stand was functional, stable and could be easily assembled. The stand also needed to be durable enough to withstand the retail environment over a period of 4 – 6 weeks. The artwork was generated and a printed sample was produced. Once sign off was received we proceeded to print the units and assemble them. The stands were delivered to stores fully assembled, and were mechanised on site.


Results:

The primary and secondary marketing objectives were met as campaign results show a strong market disruption with a 6% uplift month on month in Jameson drinkers and an uplift in both total awareness for the product (3%) and spontaneous product awareness (2%). There was also an uplift in retail sales of +13% during the campaign period.

The POPAI Awards are the ultimate symbol of creativity, innovation and best practice – a hallmark of excellence that provides the benchmark for success and the catalyst for continuous improvement.

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