SK
MPV: Adoration of digital technologies had faded also at MPV and analogue realizations “lead the dance”
The Paris Trade Fair did not show many technological innovations. Its creativity consisted primarily in original design and material combinations.
The Marketing Point de Vente (MPV) Trade Fair has traditionally “did” with…
Fascination by technologies has faded and the authenticity “leads the dance” now
From our visit at the Trade Fair Globalshop, it was clear that the digital technologies adoration cooled down.
The Trade Fair Globalshop, which moved back to Chicago this year, radiated noticeably less enthusiasm from digit…
Metaxa is developing the brand in retail
The brand of Greek Metaxa distillates came up with a display in Globus stores. In addition to sales promotion, it focuses on building the brand. This year, there is a good opportunity for it, as Metaxa is just going through…
POPAI Euro Awards Paris – 5 of our projects in the finals
At the Tuesday´s announcement of POPAI Awards Paris, we were the first Czech company with 5 nominations of our projects. There applied 313 projects from 46 categories (last year, 277 realizations in 37 categories). The fina…
BIG SHOCK! Dakar adrenaline
The energy drink brand “BIG SHOCK!” has prepared a competition for its customers to win a ride in a racing special that took part in this year´s Dakar Rally. A two-palette display with a cardboard racing truck special attra…
Remodelling of the Nestlé brand store
Nestlé carried out remodelling of its company store in Prague – Modřany. The assignment sought an innovative solution that will manage to even better represent the company and its products. The combination of materials and…
Adrenaline by OMEN from HP in Alza
A series of game products from HP called OMEN attracts passionate players to a gaming zone in Alza branch stores in Prague and Bratislava. We have created it in a temperament design using geometric shapes and red lighting….
Christmas inspiration from Pinterest
POPAI AWARDS – 10 Awards
On 23rd November, there were announced the POPAI Awards for the best advertising means in the sphere of in-store communication for the year 2017. We won awards for six of our projects that evening. The most successful was o…
The deer origami from Jägermeister lures to the autumn atmosphere
For Jägermeister, the herbal liqueur brand, we have created an unconventional and attractive display with a deer „origami“. It is intended for the autumn action of the Czech stores of the Globus and Slovakian Metro chains….
IN TESCO, JOJO ATTRACTS CUSTOMERS USING A BEWITCHING CIRCLE
Since the last week, JOJO candies brand supports sales at selected TESCO stores with swirling fantasy end caps that we have designed and produced. Its target group is represented, a little surprisingly, by young women. Besides smooth transitions of colours the end cap is also interesting with its processing. Its surface is made of Lycra being an interesting way to create the impression of a bag-of-candies appearance.
Our client, Nestlé, asked us to create an attracting end cap that would accent the world thought the JOJO eyes and use interactivity. “The submission also included some limitations. First, we had to do without LCD display. The second limit was not to target children.” explains Martin Vorel from our company.
“For JOJO candies, we target young women. As we have voluntarily decided to restrict the marketing communication targeting children. In the case of sweets, we do not target children under 12-year age at all,” says Juraj Michajlov, the Trade Marketing Channel Manager of Nestlé. But this does not restrict playfulness of the JOJO marketing communication anyhow. Every woman hides a young girl with rich imagination, who sometimes gets to the surface and can dream up her own story together with the JOJO brand. “There was a great space for creativity, but of course we had to accept and respect the brand attributes,” adds Marek Zadražil, the Channel Development Specialist Nestlé.
When designing the end cap, we wanted to give an impression of looking into the “kettle” full of juice of different colours. We have achieved the effect using a tube and smooth colour transitions created by a uniquely programmed LED system. On the edges of the colour disc, there are placed story fragments achievable with JOJO candies. “When there is no contact with any customer, the end cap shines roughly at 60% intensity. Any movement nearby the end cap causes shining up to 100% intensity and also gradual switching on story parts, in which individual JOJO candies play their roles,” Martin Vorel describes the application. The material composition of the end cap is also interesting. Its body is covered with polyurethane foam coated by Lycra. “The end cap is unique with its processing and material design. From previous installations, we had clear records of considerable sales growth. So that we decided to realize the second generation – this application,” adds Marek Zadražil. The end cap is a part of the long-term strategy of the brand for points-of-sales. This brand, as a leader of the category, perceives a growing emphasis on being premium and emotional stimulation of the whole candies category. That is why we plan to deploy this end cap within a larger number of stores in the Czech Republic and Slovakia.
Your DAGO team
