SK
The festive announcement of the 16th annual POPAI Awards, which took place on November 28, 2024, at O2 Universum, recognized the best in-store communications of the year. For Dago, it was an unforgettable evening, as gold awards in three categories were topped off by winning the title of absolute winner of the competition for the L’Oréal Virtual Mirror project.
This project first became the winner in the Drugstore, Cosmetics category. The goal of this specific POS medium is to bring the virtual Skin Genius application directly to consumers at the point of sale. It provides recommendations based on personalized information about their skin – brightness, pore quality, firmness, fine and deeper wrinkles, and skin tone. Customers place their mobile phone into a holder equipped with a large ring light. After launching the app, it is possible to actively work with the light settings, which, thanks to the ability to switch between warm and cool lighting and adjust the intensity, captures the necessary skin details. A recommendation for a suitable skincare product is then part of the final diagnosis.
“The L’Oréal Virtual Mirror is a truly unique POP medium that significantly facilitates purchasing decisions and provides maximum satisfaction from shopping efficiency. I believe the expert jury was impressed not only by the unique experience it offers shoppers when selecting cosmetics and beauty products but also by the way it brings real interaction back to the retail floor between consumers and BTL marketing communication,” says Marek Končitík, Sales Director at Dago.
Victories in Key Categories
The Birell Active SK shop-in-shop, part of a comprehensive in-store campaign for Plzeňský Prazdroj Slovensko, a.s., stood out in the Non-Alcoholic Beverages category. The display is notable for its dynamism, creativity, and emphasis on fruity playfulness and freshness thanks to a unique element – water tubes. These attract attention with circulating bubbles and an illuminated water wall, appealing to shoppers visually and emotionally.
In the Alcoholic Beverages category, gold was awarded to the Kinley Perfect Mix Pallet for Coca-Cola HBC Czech Republic and Slovakia, s.r.o. This interactive mixability concept includes a dominant touch stand with a web microsite that guides customers through recipe selection and navigation to the displayed products. The design includes an elegant bar nook and a technologically sophisticated solution that combines quality materials and precise execution. The result is a combination of aesthetics and interactivity that appeals to customers seeking a unique experience and inspiration for drink preparation.
Three More Podium Finishes
In the Non-Alcoholic Beverages category, the Red Bull Showrun Prague 2024 shop-in-shop won bronze, bringing the tension, adrenaline, and above all, an invitation to a world-famous event from the iconic energy drink manufacturer to the sales floor. This is the well-known Formula racing event taking place in the setting of a historic city.
Another success was second place for the Pilsner Urquell Christmas shop-in-shop in the category Other / prototypes, samples. This implementation offered shoppers an unforgettable festive experience, enhanced by a dominant element – a huge holofan, a technological device that creates a 3D holographic effect using rapidly rotating LED strips. These strips generate an image that appears to float in the air. This element brings an impressive and futuristic feel to the sales floor.
Dago also took home bronze in the Health Care category for the POS set Sensodyne Kids and Sensodyne Junior. The playful cardboard stand, designed to appeal to both children and adults, was complemented by sample boxes of toothpaste for the first school day of first graders.
“At Dago, we are extremely happy about the awards we received this year. So many successes, including the highest possible recognition, are proof for us that our work has meaning. After more than thirty years in the market, we continue to bring not only attractive and interesting but, above all, innovative and functional in-store campaign solutions. This success is thanks to the hard work, precision, and dedication of every member of the Dago team. My sincere thanks go to all of them – it is precisely because of them that our ideas turn into unique POP implementations that engage customers,” concludes Marek Končitík.
Translated using AI
