Objectives

The challenge was to develop a mega exhibition for department stores to accompany the action of Back To School 2020 and its attractive promotion, whose prize was a trip to see Barcelona FC play in their stadium.
It had to be an exhibition of great visual impact separated from the primary purchase, aligned with the aesthetics of the Nesquik brand, with a strong presence of the club's figures, colors and emblems, and that complied with Nestlé's global sustainability policy.
 

How were the objectives met?

This mega exhibition took the form of a stadium, turning the shopper into a player who enters the field of play of the major leagues.
Inside it has electronic sensors, which when detecting human presence trigger a routine of lights and sounds, simulating the party atmosphere that is experienced in the Camp Nou when the team enters the field.
The piece with its large size managed to stand out at the point of sale, also becoming a landmark within the retail environment during the first months of the year. Its 360º “walk around” configuration favored impulse buying around its perimeter, captivating the attention of adults and children, who had fun entering the “stadium” to listen to the singing of the fans and feel in the center of the playing field.
In line with Nestlé's global sustainability policy, the entire system was produced on FSC certified printed corrugated cardboard.
Nestlé reported great results, accentuating the leadership of its brands in the category.

Location: Frontera, Santa Fe, Argentina

Submitter: Encapa SA

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