Objectives

Mecca wanted to create a store display that would stop traffic and bring them in to their Mecca Maxima stores as the ultimate gifting destination in the 6-week lead up to Christmas.

They wanted to integrate colour and create a seamless, cohesive look across the entire store across a range of multiple elements.

Mecca make it their mission to support women in the arts, and so partnered with Rebecca Baumann from the National Gallery of Victoria to create the overarching theme. This theme needed to be replicated faithfully on every element within every store to stay true to the artist's creative vision.

The key challenge of this campaign was bringing the artist's vision to life across 60+ elements throughout the store, on many different stocks printed on a range of printing presses.

Being Australia's premier destination for cosmetics, it was critical that all of the skin-tones of the Mecca Beauty Bloggers who feature in the campaign remained true to life across multiple elements - from backlit media through to window decals and rigid substrates.

The makeup and colour palettes used throughout the Mecca Beauty Bloggers also needed to be perfectly in-line with the results expected from Mecca products.

Multiple elements needed to be custom-designed to fit existing store fixtures to create a seamless effect and increase real estate for product merchandising across the store.
 

How were the objectives met?

We utilised a vast number of stocks, and continually checked the colour throughout every part of the print run across every machine to ensure that it remained consistent and the colours stayed vibrant across the different media.

We designed a number of custom structural elements that were used throughout the store to create a cohesive look, and give the illusion of permanent fixtures, which were in reality cheaper temporary point of sale displays.
The entire POS suite was designed to be packed flat or rolled within a single tube for easier and more cost-effective transport nationally.

We ensured every part of the campaign was able to be self-installed by store teams with no assistance from
professional installers or visual merchandisers, and no special equipment or fittings needed.

The Bulk Merch Steps we designed increased the real estate for product merchandising by a massive 500%,
allowing for the display of 50 packs instead of the 10 that would fit on a standard tower without the steps.

Mecca Maxima's foot traffic increased dramatically by 30% from the time the campaign was installed through until Christmas. Mecca also achieved repeat sales from the same customers who found new and interesting destinations within the stores on multiple visits, with products being rotated throughout the suite of merchandising units, and new products being highlighted by being placed in key areas highlighted by the point-of-sale.

Mecca's Management team were thrilled to see the Holiday campaign come to life, cementing Mecca Maxima as THE ultimate gifting destination.

Location: Kilsyth, VICTORIA, Australia

Submitter: Styleprint

No