CENTRAL EUROPE POPAI AWARDS 2020 - Winners Announcement
Announced 26 November, the Central Europe POPAI AWARDS 2020 competition showed a great level of communication projects in retail. Read about this years winners and the story's behind their activations.
The most successful project of this year's competition was the innovative store concept THE STREETS.
Thanks to the COVID-19 pandemic, this year has prepared difficult moments for event organizers and presented them with the decision of how and whether to organize events at all. Changes due to unfavorable pandemic developments and new government regulations also accompanied the preparations and the course of this year's POPAI AWARDS competition for the best means of communication in retail.
Although this year ended in an unconventional way only online, it offered a unique virtual exhibition of almost ninety new projects and solutions for effective in-store communication in eighteen competition categories.
The competition exhibits included in-store communication tools, complex store concepts, elements for shop equipment, lighting communication tools, innovative and environmentally friendly in-store solutions, integrated in-store campaigns, etc. In a separate competition category, news from the field of digital media competed.
Within the evaluation, the expert jury focused, for example, on originality and innovation, aesthetic level and design, quality of production processing, suitability for the sales environment and other criteria.
The most successful project of the whole competition was the exhibit THE STREETS. FROM THE DESIGN OF THE STORE TO THE REALIZATION presented by WELLEN in the competition . This concept won a total of four awards, including an absolute victory in the competition.
The aim of the project was to design and then implement the design concept of the two-storey flagship store THE STREETS, which specializes in basketball and streetswear fashion, within a time limit of six months, and thus help strengthen the brand's position within the category and community.
WELLEN has designed an authentic space for street fashion enthusiasts, which provides an opportunity not only to buy, but also to interact with the customer; the store also serves as a community space. The creative concept of Air & Street refers to the iconic Air Jordan brand on the first floor and transforms the entrance area into an imaginary tennis sky. The space is dominated by a projection wall with a large-format backlit 3D logo, custom-made themed furniture modules or an interactive "AIR SCAN" panel, on which the customer scans any exhibited shoe using RFID or NFC technology and can watch video introducing the product. From the sky, the customer descends into the streets of the city in the basement. The "street" consists of elements made of concrete, wood and iron, such as an illuminated basketball hoop or designer barrel seats. Compared to Y2Y 12/2018 -12/2019, the store generated 28% higher sales, on a 250% smaller area. Through the new store, the client significantly strengthened its position in the category and among suppliers and acquired an additional 30% of limited goods for sale.
The Interactive Gondola for Skin Diagnostics Using Facial Scanning and Artificial Intelligence from DEX Digi experience sro won the Digital Communication category.This in-store implementation, which was created for the client L'Oréal ČR, brings the customer several benefits in addition to the shopping experience. The revolutionary solution is the use of artificial intelligence for the analysis of the current state of the skin and the subsequent compilation of a tailor-made skin care program. Facial scanning and the use of artificial intelligence will enable the customer to diagnose skin aging. Based on their results, he will receive recommendations for suitable everyday skin care products. Another advantage is obtaining the maximum amount of product information without the need to contact professional staff - just by scanning. By entering contacts, the customer can subscribe to the newsletter. With this interactive solution, the pharmacy will gain the advantage of advice without staff, increased sales of dermatocosmetics and higher attractiveness of the pharmacy.
The best POP paper-based material was evaluated as the One- Pallet Starbucks exhibit from Authentica, sro The One- Pallet display for the Starbucks brand brought an iconic life-size mug to Globus stores. The presentation took place in selected stores with strong stores. The exhibition was part of a promotional event where a customer received a cup as a gift to purchase Starbucks products. The visual solution should therefore be in connection with this gift. The campaign was a continuation of the launch of the Starbucks brand in 2019, when customers can now purchase popular Starbucks products at retail and enjoy these products from the comfort of their own homes. The exhibition is all-cardboard and attracts the customer's attention with its shape and simple elegance.
Thank you POPAI Central Europe for sharing the successful activations of 2020.
Shop! ANZ Members can download the POPAI Central Europe Awards PDF in Shop! ANZ Resources.
