News from the retail: How did DAGO prepare clients for Easter?
Easter is another time for traders right after Christmas when they can let their imagination run riot and cut a dash with some imaginative display.
DAGO HAS FOCUSED ON CARDBOARD, BUILDING-UP A NEW HALL IS BEING PREPARED
Last year, we recorded a 40% increase in turnover in cardboard projects.
Ireland goes for honey from Czech bees
Tullamore D.E.W. Honey was launched into the market last autumn.
The distillery “Palírna U Zeleného stromu” shows a distilling house and attracts to the taste of new Heffron rum
In recent weeks, the Dago communication agency has carried out several realizations for the products of the Czech liqueur distillery “Palírna U Zeleného stromu”.
NEW EDGE: We present ourselves to the world of a new reality at a new level
What happened in the POS communication market during the pandemic crisis and why we are now stronger and more efficient.
Children and adults will love the new display “Veselá kráva” by Dago
Cheese from “Veselá kráva” and popular snacks “Sýr a Křup” attract the attention of almost all passers-by these days. Dago has created a new shop-in-shop for the company “BEL sýry”.
YOU CAN BUY VITANA AND HAMÉ ASSORTMENT DIRECTLY IN THE CHRISTMAS KITCHEN
Vitana and Hamé products already take a traditional position in Czech households.
WE WON A TOTAL OF SIX AWARDS AT THE POPAI AWARDS COMPETITION
On Thursday, November 25th, the results of the POPAI Awards competition were announced, in which the best in-store communication projects at the point of sale on the domestic and foreign markets are being awarded. This year, we succeeded again and won a total of six awards.
RED BULL DRIVES THROUGH CZECH AND SLOVAK STORES WITH FORMULA 1
In stores and at gas stations across the Czech Republic and Slovakia, the non-traditional presentation of the Red Bull brand and products with the theme of Formula 1 is now attracting attention.
Big Shock! brings the music experience directly to stores
Traditional summer limited edition of Big Shock! energy drinks. “MUSIC”, which represents the playfulness of musical experiences and summer festivals, now draws attention to itself in stores through a unique exhibition in the shape of headphones, which we created in...
A HIGH-QUALITY DISPLAY CAN CHANGE ATTITUDES
The in-store Red Bull campaign by Dago brought the viral video mission to the shopping cart and increased sales by 20 percent.
This year, when planning the summer Czech-Slovak activation, the Red Bull energy drink brand came up with an assignment for a campaign connected with the F1 Red Bull Racing team. The campaign connected with the road trip video “From castle to castle” presented the beauties of both countries and set a high standard for in-store displays. The connection of the Red Bull brand to F1 races lasts for a long time and, in addition to the results of the racing team, it is being garnished , for example, with a record pit stop time of 1.82 seconds. It created the basis for an in-store campaign, which enticed it to compete for the fastest pit stop in an online minigame.
“The campaign is the highlight of the year for us. We wanted to bring an exhibition to the point of sale, where the customer stops, watches a video, feels the premium of the brand, and buys a product. Materials, technologies, and good lighting had to match,” says Petra Diamond, Director of Trade Marketing for the Czechia and Slovakia of Red Bull. The goal was to engage customers, make the brand visible in the in-store branch and build reach.
MORE VERSIONS AND FOCUS ON DETAILS
The in-store solution provider, Dago, came up with five different concepts, from which Red Bull chose one winner. “Development was challenging and we improved many prototypes due to strict requirements. During the development, we also created a prototype of a cardboard formula, but in the end, another version was given priority due to the larger capacity for the exhibited products,” describes Jakub Petráš, Project Manager of Dago. It was a specific project from the point of view of production and logistics requirements due to atypical versions of the design and differences in visuals.
The materials were cardboard for the basic display types, others used plastic and the larger sets had a wooden base enriched with metal structures imitating the finish gates of the racing circuits. Everything was complemented by lighting, visual backlighting, LCD displays, and illuminated traffic lights. In addition to elements of the F1 races, the displays referred to monuments and important places from both countries, such as Charles Bridge and Štrbské Pleso. A total of 86 pieces of displays were produced in five variants in the form of two-pallet displays, four-pallet displays, end caps, refrigerators, and shop-in-shop modules. The real F1 monopost was exhibited five times, in seven stores customers could try an interactive game “pit stop”. The displays were created in two language versions and for different sales networks with different elements. Tailor-made versions for specific stores were also produced. The displays were placed in selected stores of Globus, Albert, Tesco, Kaufland, JIP, Malina, Delia, and others, and at selected MOL and Slovnaft petrol stations.
A HIGH-QUALITY IN-STORE SOLUTION MAKES SENSE
The first feedback from the campaign was very positive. Stores and chains where there were no displays showed interest in them because they perceived them as added value for customers. At the same time, some of them did not show any interest in the displays at the beginning, this change of attitude proves that a quality in-store solution can attract and increase sales. For this reason, we are just producing additional displays.
The game “PitStop challenge”, where competitors could win a trip to F1 races and other prizes, experienced over a quarter of a million plays. According to the results from Nielsen CZ & SK, the sales volume in the period June-July increased by 20 percent year-on-year, compared to 2019 by 27 percent. The displays remained in more than 40 stores even after the activation end, which was also possible thanks to the easy exchange of graphics and key visuals.
“So far, we haven’t had such an elaborate display in the in-store to such an extent, and the results show that it has paid off,” adds Petra Diamond. Stores and chains where there were no displays showed interest in them because they perceived them as added value.
The campaign in numbers:
- The campaign’s year-on-year increase in sales was 20 %.
- 40 stores kept the display even after its activation end.
OZVĚTE SE, POMŮŽEME I VÁM S PODPOROU PRODEJE A BUDOVÁNÍM ZNAČKY