The Shop! ANZ 2020 Retail Marketing Awards highlighted the innovation and progress of the Australian and New Zealand retail marketing industry in a year marked by the COVID-19 pandemic and continuing business and retail challenges.
Competition was fierce and showed the ingenuity and resilience of the industry.
5P Group entered several designs in the 2020 awards and came away with 2 gold and 1 bronze award.
Here is a summary of the 5P Group 2020 submissions:
GOLD – 2020 Pop This Retail Industrial Design – Permanent Display
PASLODE SMART HOUSE
This award recognises the Best Industrial Design in permanent displays and it is an award we are especially proud of.
The PASLODE SMART HOUSE uses technology that brings the tools to life in video as the customer interacts with them via an innovative sensor system. The integration of the video content, and physical handling of the tools, gives the customer an experience that is tactile and engaging.
As the tool is lifted an associated video starts, tailoring the experience to the customers inquiry. This is a display that builds brand confidence and informs purchase decision.
GOLD – 2020 Specialty Retail, Lifestyle & Service Providers – Per manent Display
PASLODE SMART HOUSE
As well as being recognised for the Industrial Design Award, the PASLODE SMART HOUSE also won Gold in its category due to the amazing impact it had on sales.
The PASLODE SMART HOUSE activation yielded incredible results:
• During the first two months of the key promotional phase, 100% of the units stayed in place and were turned on.
• All retailers gained a prominent role in store, putting PASLODE branding front and center.
• Tool protection worked, and no thefts were reported for the sample tools or the sale product during the promotional time.
• The total setup time, including stocking the device, was 60 minutes, which was better than anticipated and helped by the straightforward directions and QR links to online support videos.
• 52% incremental growth across 140 retail stores nationally.
BRONZE – 2020 Specialty Retail, Lifestyle & Service Providers – Temporary Display
GREENIES PETSTOCK 2020 CHRISTMAS PALLET
The objective of the GREENIES PETstock 2020 Christmas Pallet was to drive increased basket size by leveraging impulse purchase.
The Pallet highlighted the Gift with Purchase – a free premium branded gift bag when 2 or more products were purchased in one transaction. The gift bag therefore had to have pride of place within the Pallet activation to entice shoppers.
Creative also had to integrate two very distinct brands – PETstock Christmas campaign and the GREENIES Masterbrand.
The results were amazing with the campaign outperforming expectations in all areas including sales and retailer engagement across the PETstock network.
PAWFECT CHRISTMAS TREATS PALLET
A showstopping off-location display for Mars Petcare’s range of Cat and Dog Treats. This display was designed to help drive transactions in Independent Pet and Best Friends’ retail stores over the Nov-Dec 2020 period.
The pallet incorporated various brands and price points across the Mars Petcare portfolio but highlighted GREENIES, the leading Pet Dental Treat brand. Flexibility was designed into the construction of the pallet to allow for any of the participating Mars Petcare brands to be placed on any shelf.
Creatively the pallet delivered exceptional festive design cues, led by the GREENIES brand and the unique incorporation of iconic brand assets into a 3D Christmas Wreath.
The pallet activation generated demand at store level, reflected in purchase data from Mars Petcare to the retail network. November purchases of inventory from Mars Petcare for featured SKUs rose significantly from all stores participating.
PETBARN CHRISTMAS PALLETS
Petbarn’s Christmas campaign “Merry Tails” is a celebration of the joy and positivity that we experience through the bond with our pet.
We sought to inspire pet parents to celebrate with their pets, by bringing excitement to the in-store experience.
The pallet incorporated a photo opportunity at the front with a 3D festive fireplace feature. 3 shoppable sides showcased the very best Petbarn had to offer in seasonal gifting and food to delight our four-legged companions.
In a market where COVID dominated headlines, many retailers were either resurrecting traditional Christmas campaigns or focusing on the farewell of 2020, Merry Tails cut-through this noise and overdelivered on all marketing and sales objectives.
MARS “MAKE IT MERRY” CHRISTMAS 2020
Mars Wrigley Australia
MARS’ “Make it Merry” Christmas 2020 project included a collection of dress-up kits for existing core towers, as well as a newly built “gift box” dump bin.
For the Christmas season, these were rolled out via grocery stores in November 2020.
The creative dump bin design and the use of flashing LEDs in the tree sprigs in the header then added to the effect.
To make the ultimate task of execution as fast and painless as possible for the sales team, all of the elements were pre-assembled in the factory and packed in shippers that fit into the sales team vehicles.
Internal teams, shoppers, and retailers all gave positive reviews, confirming the execution and, more significantly, achieving a substantial rise in Value Sales for the blockbuster brands.
PETBARN SEE THE CHANGE PALLETS
Petbarn believes in the power of nutrition and the impact it can have on the health and wellbeing of our pets. ‘See the Change’ brings this to life through real customer stories by showing how a quality diet can improve a pet’s health and yield visible results in only 12 weeks.
The objectives of this multi-pallet display were to Promote a new Petbarn initiative and support sales targets.
The first pallet needed to clearly promote the new ProBalance range yet link to the following two pallets to maintain a synergy with the 12-Week Challenge concept. The shapes and colours were selected specifically to disrupt the shopper journey through the high traffic areas and generate enquiry with staff.
Product Sales in-store saw double-digit sales growth and brought to life the Petbarn food proposition of superior nutrition positively helping a pet’s health and wellbeing.
MARS PRETZEL TOWERS AND THEATRE
Mars Wrigley Australia
M&M’S® Pretzel is the latest innovation for the brand bringing a new but familiar textural sensation of a crunchy salted pretzel ball coated in a milk chocolate and a crisp candy shell. This was MWC’s largest chocolate launch in 2020.
The brief was for the displays to;
• Grow the bitesize category which is currently an immature category (24.2% quarterly penetration) with headroom for growth within the Australian market.
• Communicate the textural innovation and appeal to new consumers and engage retailers to accept the POS in prominent positions.
• Create a flexible and modular suite that gave the sales teams tools to build theatre across multiple retailer footprints
• Grow the M&M’S® brand
The activation hit all the objectives and was also the #1 bitesize launch in Woolworths and #2 in Coles in 2020!