Objectives

Challenge to create an impactful and modular MPDV to talk with the advertising campaign theme: “Snickers Fuel Your Ride" and generate disruption in stores creating high impact and real brand experience with shoppers/consumers in the market.
Beyond this challenge: no matter what was created, the project should be easily scalable to 500 POS’s with its largest assembly and 6,000 POS’s with its simple assemblies. In other words, we needed to create a high impact material with high level experience at a low cost (allowing low investment and coverage in all PDV areas) and high convenience of implementation (ensuring agility of execution in all states of Brazil in order to MARS’s team activate the seasonal campaign in the PDV in a short period of time).
 

How were the objectives met?

We developed a race car set in a gas station to create an experience and variable environment (Snickers Fuel Your Ride). We represent that Snickers’ products gives more energy to consumer to follow the day, like a car needs a fuel to keep moving.

With 100% cardboard structure (only alternative material that would allow an investment), high load capacity (450kg loaded) and 360º exposure, the solution created was differentiated by being an innovative piece at POS - how many times have you seen a cardboard race car in stores?

Remembering of agility+practicality, the modularity of MPDV appears in their possibilities of assembly in different sizes of stores: if it is a large island, we have the assembly of the race car with the floor displays and the gas station roof portal; if it's a small island, we have the car itself; if the exposure is on the corner and smaller space, we have the gas pump floor display.

In practice, the customer achieved the high scalability with 500 cars (1 per store), 6,000 floor pump displays executed in 3,000 stores (2 per store), 441 POS furnitures with some campaign communication in 310 stores, sell out greater than 12% (some banners grew by 30%) and the “Perfect Store” rating greater than 6.5% (increment of extra points) - it has been reported that many islands have been assembled at the POS in LESS THAN 15min. Also achieved intangible results: a notable exposure at POS with its differentiated design, reinforcing the brand's positioning.

Location: São Paulo, SP, Brazil

Submitter: NEO PACK DISPLAYS

Yes