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In Pictures: Popai marketing winners revealed

Myer disney castleEngaging and innovative displays were recognised at the 2015 Popai Marketing at Retail Awards, announced last night at Doltone House in Sydney.

Active Display Group, The Creative Shop, Gush Creative and id8 took out four of the major awards, in an evening that celebrated excellence and innovation in a rapidly changing retail environment.

Popai’s GM, Lee McClymont, said the entries in 2015 were the most diverse and innovative in the 15-year history of the awards.

“The retail environment is changing at breakneck speed, with the integration of new technologies and shoppers that are more sophisticated than ever. The industry is getting even more creative as a result,” McClymont said.

“The breadth, scope and sheer ingenuity of the entries this year show that Australia remains a major player in the marketing at retail industry worldwide. It’s very exciting.

“This year we expanded the awards in line with the shift toward retail and shopper experience, and the growing role of digital and technology. The scope of the awards entries shows just how far the industry has come. Huge congratulations to all the winners, and to the entire industry for continuing to respond and to lead,” she said.

The Best Design and Innovation Award was won by the Active Display Group for Walt Disney Studios, Myer Disney Princess Shop in Shop. The brief was to create a Disney Princess Experience in the ‘premium toy destination’ Myer Emporium. The shopping experience inspired by the Disney Princesses, was designed to attract people to interact with the products and spend more time in-store.

Myer Disney Princess Shop in Shop
Myer Disney Princess Shop in Shop

The Creative Shop for Levi Strauss Australia’s Commuter Challenge took out the Best Shopper Experience Award. The display brings to life Levi’s concession within David Jones. Customers were able to hop onto a working bicycle, affixed to wind trainers and pedal their way through the city streets using interactive kiosks with real city street footage as the interface, in attempt to clock up the fastest time and win a series prizes.

Levi commuter challenge
Levi Commuter Challenge

Gush Creative for Sonos, Sonos Wireless Speaker Display, took out the Best Permanent Display Award. The display allows consumers be understand how the speaker range and app work together to deliver wireless multiroom audio. It is designed to range all speakers and be flexible so its easy to set up and update when new products launched.

Sonos display
Sonos display

The Best Temporary Display Award was won by id8 Studio for Brown-Forman, Jack Daniel’s Christmas Tree.

The People’s choice award, voted on by the general public during the free public awards exhibition, was won by The Body Shop Hemp Campaign Window Display, created by D’Fine Creative for the Body Shop.

Body Shop display
Body Shop display

Inaugural Popai Packing Room Award, chosen by Popai staff and crew from the floor of the Awards exhibition, was won by id8 Studio for HarperCollins, Dr Seuss & Usborne Reinvention.

The displays were designed to combat the flat/falling sales among publishing retailers by creating an instore environment that supported HarperCollins brands. The stands develop an emotional connection with shoppers, increase dwell time and ultimately sales.

Dr Suess

The Tom Harris Award – effectively the best of the best – was chosen from the Pinnacle major award winners and was awarded to The Creative Shop for its Commuter Challenge, pictured in action below.

20-SPC-13-LEVIS COMMUTER CHALLENGE

A full list of the winners across all 24 categories, encompassing physical store, POP campaigns and shopper experience programs – including integrated campaigns and digital technologies, can be found at www.popai.com.au.

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