Lucky 7 again! STI Group delighted with further haul of POPAI D-A-CH Awards
The POPAI D-A-CH Awards expert judges have once again recognised the most successful POS concepts from the past year in Germany, Austria and Switzerland.Among the winners announced on the night, at EuroCIS in Düsseldorf, were 7 solutions from STI Group - which collected two golds, a silver, three bronzes and an audience award.
Both the POS concept for Weleda and the long-term placement for Bayer Switzerland received a golden POPAI Indian. Esprit’s charming snowman decoration was awarded a silver. Bronzes went to the Beiersdorf launch display, the Milupa placement for follow-on milk products and the tie case for Maica. The tie case also received a further award, as gala guests showed their admiration for the clever design in the audience vote.
Winning winter touchpoints
Designed for Weleda, this holistic POS concept took shoppers (and judges) into a magical winter world that highlighted a range of products in drugstores and pharmacies. Importantly, the theme was Christmas-appropriate but not Christmas-oriented, so it maintained traction with shoppers in the months after December. The window display used a combination of 3D effects and window stickers to draw shoppers into stores. This standout design was carefully aligned with the Weleda product displays used in store, encouraging shoppers to pick up and purchase. At home the joy continues with a themed Weleda advent calendar, which also uses the birds and berrries graphic. This winter world concept spans several stages of the shopper journey, creating several emotional touchpoints to reinforce the Weleda brand in shoppers’ minds.
Melting shopper hearts
The jury couldn't leave out this eye-catching character: cardboard snowman Charlie, advertising the winter sale in Esprit store windows. Charlie tells a story at every stage of the campaign, ‘melting away’ with the falling prices as store employees add additional cardboard touches to him, from droplets of melting snow to the final puddle.
Truly universal display
This high-quality permanent Bayer placement stood out for its sheer flexibility. Designed to last several years as an attractive pharmacy display, the content and layout of products can be varied according to need with this universal display solution. The special mix of materials gives a premium look with all-important stability. Equipped with castors, the display is truly universal as it can easily be placed anywhere, even outdoors.
Firmly on brand, this relaunch solution for Beiersdorf’s NIVEA® 3in1 Care Cushion scored well with the jury. The top of the floorstand is shaped to look like the distinctive product, while the additional all-over cellular branding attracts shoppers from a distance. Up close the giant mirror compact contains testers on sponge-like shelves, encouraging shoppers to see for themselves how easy the product is to use.
Milupa wanted a display to holistically present its follow-on milk and milk porridge products under its new brand identity. STI Group’s variable system offered a wide range of display layouts to support different promotional campaigns, which the judges rated highly. The large communication area enhances the unit’s emotional appeal to mothers and fathers, helping drive confidence in the products.
This clear and colourful tie stand makes the perfect showcase for MAICA ties and handkerchiefs in the specialist trade. Ties can be rolled or hung and grouped by cut, pattern or colour. Elegantly branded, this deceptively simple design is also easy for retailers to handle.
POPAI ceremony in May
Once the nominations are announced, an important question remains: which of the winning solutions will receive a bronze, silver or gold POPAI Indian? The final answers will only be revealed at the gala award ceremony, to be held in Frankfurt on 8 May 2019.