Shop! ANZ Crowns Best Retail Marketing Campaigns Of 2020

Shop! ANZ Crowns Best Retail Marketing Campaigns Of 2020
B&T Magazine
Edited by B&T Magazine
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In a year punctuated by the Covid-19 pandemic and ongoing business and retail challenges, digital marketing campaigns took pride of place at the Shop! ANZ 2020 Retail Marketing Awards, showcasing the ingenuity and success of the Australian and New Zealand retail marketing industry.

Taking home the biggest prize of the night, the ‘Tom Harris Retail Marketing Best in Show Award’, was POP This for Revlon Australia with the Revlon Super Lustrous Lipstick Carousel and Virtual Mirror – a dual purpose display featuring digital lip colour testing.

The display was a unanimous favorite among Shop! ANZ’s more than 90 industry judges, also taking the crown in a swag of other categories, including ‘Best Design and Innovation’, ‘Best Shopper Experience’, ‘Large or Department Store’, ‘Health & Beauty’, ‘Permanent Display’, and ‘Digital Instore, Mobile, Social & Online’.

Stand-out entries emerged from either one of two camps.

There were traditional displays re-engineered in clever and eye-catching ways, or traditional ‘experiences’ reinvented with the use of technology.

Fitting into the former was Allen’s Modular Snakes Unit by Indica Worldwide and id8 Studio for Nestle – the winner of overall ‘Best Display’, as well as ‘Grocery Store (Food), Permanent’.

Other stand-out displays were Ferrero’s Nutella x Smeg Winter Campaign by Opal Specialty Packaging and The Mix Agency, which recreated a larger than life Smeg toaster, and Unwrap Christmas for Ferrero Rocher.

Another big winner of the night was The Neat Agency with its Swarovski ‘Naughty or Nice’ Vending machine – a giant digital vending machine displaying a series of randomly generated Christmas themed questions to ascertain if the user was ‘naughty or nice’ and dispensing a card at the end that contained a ‘Naughty Gift’ or a ‘Nice Surprise’ from Swarovski.

The ‘People’s Choice Award’ was won by Dashing Group’s Spread the Merry Christmas campaign across Australia Post stores.

Shop! ANZ also introduced three new categories to the 2020 Awards.

The ‘Centrum Printing Produced in ANZ Award’ aims to foster local homegrown design and manufacturing, and in acknowledgement of the upheaval caused by the COVID-19 pandemic, the ‘COVID-Safe Retail Continuity Product’ and ‘Campaign Response to a COVID-19 Changing Customer’ categories.

Double Impact Displays was awarded Gold for ‘Centrum Printing Produced in ANZ’; followed by Point Retail for the Husqvarna Modular Experiential Display; and Active Display Group for Myer Giftorium.

‘COVID-Safe Retail Continuity Product’ Gold was won by Neat Agency for ELFie with Santa for Retail first – a no-touch alternative to Santa photos, with DisplayWise’s Bare Hygiene hand sanitising station taking Silver and POP This and Revlon’s Super Lustrous Lipstick Carousel and Virtual Mirror taking Bronze.

XPO Brands earned the Gold for ‘Campaign Response to a COVID-19 Changing Customer’; Red Bull and Boo Group, Silver, for Red Bull Music Hotel, and Traffik, Bronze, for How Ikea Inspired Australians to renovate.

Despite the setbacks of 2020, Shop! ANZ General Manager, Carla Bridge, said the standard and quality of entries to the Awards only increased.

“Australian and New Zealand retail marketers appear to have used the challenges of the past 12 months as fuel to work harder and smarter, producing some of the best work we’ve seen for years,” Bridge said.

“This year’s winners combined ingenuity, design flair and solid insights to win the hearts, minds and wallets of shoppers in what has inarguably been the toughest environment in living memory.”

“These Awards are an incredibly special one for the Shop! Awards Program, having introduced a brand new trophy in the ‘Point’, taking over from the Cigar Shop Indian that has served as the symbol of retail marketing excellence for the past 21 Awards programs.”

Bridge congratulated all winners of the 2020 Awards.

“Last night’s results are a true testament to the strength and success of retail marketing in Australia and New Zealand and prove that the sector is a robust and indispensable element in the retail mix,” she said.

To view the 2020 Shop! Marketing at Retail Awards entries and images, visit the Shop! website, www.shopassociation.org.au

2020 Shop! Marketing at Retail Award Winners – Gold, Silver, Bronze

Category Gold Silver Bronze
Large or Department Store Revlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon Australia Myer Giftorium – Active Display Group for Myer Bunnings Porters Display – Popcorn Displays for Dulux Australia
Grocery Store (Food) Temporary Display Ferrero Australia – Nutella x SMEG Winter Campaign – The Mix Agency with Opal Specialty Packaging for Ferrero Australia Ferrero Rocher – Unwrap Christmas – Opal Specialty Packaging with The Mix Agency for Ferrero Australia Cadbury Easter House – Tag with Total Marketing Solutions (TMS) for Mondelez International
Grocery Store (Food) – Permanent Display Allen’s Modular Snake Unit – Indicia Worldwide with id8 Studio for Nestle Australia MOJO Gut Shot Trays – Organic and Raw Trading Co

 

Extra Gum Expandable Display – HH Global for Mars Wrigley Australia
Grocery Store (Non-Food) Gillette Skinguard Mega Displays – Tag for Procter & Gamble Oral-B Anti-Sweep Push Permanent Unit – Tag with UFO Display Solutions for Procter & Gamble Energizer Xmas 2020 – POP This for Energizer Australia

 

Liquor – Temporary Display

 

19 Crimes, Find the 19th Cap – Treasury Wine Estates T’Gallant Prosecco Fountain – MAAKE for Treasury Wine Estates Jam Shed Launch – What To Do for Accolade Wines
Liquor – Permanent Display

 

Vintage Release Display – What To Do for Accolade Wines Johnnie Walker Glorifier 200th Year – IVE Group for Diageo
Petrol, Convenience & Route Red Bull Music Motel – Red Bull with Boo Group Chupa Chups Novelty Totem – ID POP for Stuart Alexander & Co & Perfetti Van Melle Make Lunch Simple & Different – George Weston Foods (Tip Top)
Health & Beauty – Temporary Display

 

Nude by Nature Little Wonders – Spark with Ainbow for Nude by Nature Nude by Nature Satin Liquid Lips FSDU – POP This for Nude by Nature Australis Mini Mania Display – ABBE Corrugated for Heritage Brands
Health & Beauty – Permanent Display

 

Revlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon Australia Australis Big W Cosmetics Destination – Point Retail for Heritage Brands Church and Dwight 2019 – BRANDED Group for Church & Dwight Australia

 

Consumer Electronics – Temporary Display

 

Dell/Alienware Gaming Table JB HiFi – Double Impact Displays for DELL
Consumer Electronics – Permanent Display

 

Samsung IM – Wearables – id8 Studio with Cheil for Samsung Electronics Australia Samsung AV – Lifestyle Range – id8 Studio with Cheil Australia for Samsung Electronics Australia Vodafone Prepaid Stand – IVE Group for Vodafone
Specialty Retail, Lifestyle & Service Providers – Temporary Display Swarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for Swarovski Australia Post – Spread the Merry – Dashing Group for Australia Post Mars Petcare – PETstock Xmas Pallet – 5P Group for Mars Petcare Australia
Specialty Retail, Lifestyle & Service Providers – Permanent Display Paslode Smart House – 5P Group for Paslode Australia & New Zealand Porters M10 Freestanding Display – Popcorn Displays for Dulux Australia & New Zealand Audio Technica – Tech2Go – Double Impact Displays for Audio Technica
Category Management

 

Priceline Feminine Shave Care Category Solution – Tag with Popcorn Displays for Procter & Gamble Gtrack Adaptive Health & Beauty System – IVE Group for Woolworths Sensodyne Oral Care Gondola End – IVE Group for GlaxoSmithKline
Window Displays

 

Uniqlo Linen – Active Display Group for Uniqlo Ceder’s Alt Gin at Bel & Brio – XPO Brands for Pernod Ricard Samsung Galaxy Z Fold 2 – Double Impact Displays for Samsung
Store Design

 

Disney Giftorium – Active Display Group with Spark for Walt Disney Myer Giftorium – Active Display Group for Myer T’Gallant Prosecco Fountain – MAAKE for Treasury Wine Estates
POP This Retail Industrial Design – Temporary Display Stay Toasty This Winter – Opal Specialty Packaging with The Mix Agency for Ferrero Australia 1/6th Pallet – Chep Australia with Nestle Australia Big W Christmas Campaign 2020 – BRANDED Group for Big W
POP This Retail Industrial Design – Permanent Display Paslode Smart House – 5P Group for Paslode Australia & New Zealand Allen’s Modular Snake Unit – id8 Studio with Indicia Worldwide for Nestle Australia Extra Gum Expandable Display – HH Global for Mars Wrigley Australia
Centrum Printing Produced in ANZ Dell/Alienware Gaming Table JB HiFi – Double Impact Displays for DELL Husqvarna Modular Experiential Display – Point Retail for Husqvarna Australia Myer Giftorium – Active Display Group for Myer
Covid-Safe Retail Continuity Product ELFie with Santa – Neat Agency for Retail First BARE Hygiene – DisplayWise Revlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon Australia
Digital Instore, Mobile, Social & Online Revlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon Australia Swarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for Swarovski Spark Virtual Store – Raydar for Spark
Experiential

 

Swarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for Swarovski Nescafe Gold 2019 – XPO Brands for Nestle Australia Milo Winter 2019 – XPO Brands for Nestle Australia
Sales Promotion

 

Ferrero Australia – Nutella x SMEG Winter Campaign – The Mix Agency for Ferrero Australia Swarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for Swarovski The Lost Shipment – Devil’s Corner – Brown Family Wine Group with Traffik
Occasion-based Shopper Campaign

 

Swarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for Swarovski Ferrero Australia – Nutella x SMEG Winter Campaign – The Mix Agency for Ferrero Australia Cadbury Halloween 2020 – XPO Brands for Mondelez
Integrated Path to Purchase Campaign

 

Swarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for Swarovski Gillette Skinguard ANZ Launch – Tag for Procter & Gamble Huggies – Hug It Forward – Raydar for Kimberly-Clark
Campaign Response to a Covid-19 Changing Shopper Cadbury Halloween 2020 – XPO Brands for Mondelez Red Bull Music Motel – Red Bull with Boo Group How IKEA Inspired Australians to Renovate – Traffik for IKEA
Environmental Stewardship 1/6th Pallet – CHEP Australia with Nestle Australia Billy and Margot Petbarn Pallet Display – IVE Group for Real Pet Food Milky Bar Whirl Dress Up Kit – ABBE Corrugated with Indicia Worldwide for Nestle

 

2020 Shop! ANZ Pinnacle Award winners

Award Winner
People’s Choice Australia Post – Spread the Merry – Dashing Group for Australia Post
Best Design & Innovation Revlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon Australia
Best Shopper Experience

 

Revlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon Australia
Best Display Allen’s Modular Snake Unit – Indicia Worldwide with id8 Studio for Nestle Australia
Tom Harris Retail Marketing Award

(Best in Show)

Revlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon Australia

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