Digital Marketing Drives Retail Business

Digital Marketing

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, Shop! ANZ 2020 Retail Marketing Awards recognises the wins marketers have had in the retail space – a particularly challenging one in 2020.

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 favourite 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 – 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 introduced three new categories to the 2020 Awards – the Centrum Printing Produced in ANZ Award aims to foster local home grown design and manufacture; 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, says 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,” says Bridge.

“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.”

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

CategoryGoldSilverBronze
Large or Department StoreRevlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon AustraliaMyer Giftorium – Active Display Group for MyerBunnings Porters Display – Popcorn Displays for Dulux Australia
Grocery Store (Food) Temporary DisplayFerrero Australia – Nutella x SMEG Winter Campaign – The Mix Agency with Opal Specialty Packaging for Ferrero AustraliaFerrero Rocher – Unwrap Christmas – Opal Specialty Packaging with The Mix Agency for Ferrero AustraliaCadbury Easter House – Tag with Total Marketing Solutions (TMS) for Mondelez International
Grocery Store (Food) – Permanent DisplayAllen’s Modular Snake Unit – Indicia Worldwide with id8 Studio for Nestle AustraliaMOJO 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 & GambleOral-B Anti-Sweep Push Permanent Unit – Tag with UFO Display Solutions for Procter & GambleEnergizer Xmas 2020 – POP This for Energizer Australia 
Liquor – Temporary Display 19 Crimes, Find the 19th Cap – Treasury Wine EstatesT’Gallant Prosecco Fountain – MAAKE for Treasury Wine EstatesJam Shed Launch – What To Do for Accolade Wines
Liquor – Permanent Display Vintage Release Display – What To Do for Accolade WinesJohnnie Walker Glorifier 200th Year – IVE Group for Diageo 
Petrol, Convenience & Route Red Bull Music Motel – Red Bull with Boo GroupChupa Chups Novelty Totem – ID POP for Stuart Alexander & Co & Perfetti Van MelleMake Lunch Simple & Different – George Weston Foods (Tip Top)
Health & Beauty – Temporary Display Nude by Nature Little Wonders – Spark with Ainbow for Nude by NatureNude by Nature Satin Liquid Lips FSDU – POP This for Nude by NatureAustralis Mini Mania Display – ABBE Corrugated for Heritage Brands
Health & Beauty – Permanent Display Revlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon AustraliaAustralis Big W Cosmetics Destination – Point Retail for Heritage BrandsChurch 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 AustraliaSamsung AV – Lifestyle Range – id8 Studio with Cheil Australia for Samsung Electronics AustraliaVodafone Prepaid Stand – IVE Group for Vodafone
Specialty Retail, Lifestyle & Service Providers – Temporary DisplaySwarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for SwarovskiAustralia 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 DisplayPaslode Smart House – 5P Group for Paslode Australia & New ZealandPorters M10 Freestanding Display – Popcorn Displays for Dulux Australia & New ZealandAudio Technica – Tech2Go – Double Impact Displays for Audio Technica
Category Management Priceline Feminine Shave Care Category Solution – Tag with Popcorn Displays for Procter & GambleGtrack Adaptive Health & Beauty System – IVE Group for WoolworthsSensodyne Oral Care Gondola End – IVE Group for GlaxoSmithKline
Window Displays Uniqlo Linen – Active Display Group for UniqloCeder’s Alt Gin at Bel & Brio – XPO Brands for Pernod RicardSamsung Galaxy Z Fold 2 – Double Impact Displays for Samsung
Store Design Disney Giftorium – Active Display Group with Spark for Walt DisneyMyer Giftorium – Active Display Group for MyerT’Gallant Prosecco Fountain – MAAKE for Treasury Wine Estates
POP This Retail Industrial Design – Temporary DisplayStay Toasty This Winter – Opal Specialty Packaging with The Mix Agency for Ferrero Australia1/6th Pallet – Chep Australia with Nestle AustraliaBig W Christmas Campaign 2020 – BRANDED Group for Big W
POP This Retail Industrial Design – Permanent DisplayPaslode Smart House – 5P Group for Paslode Australia & New ZealandAllen’s Modular Snake Unit – id8 Studio with Indicia Worldwide for Nestle AustraliaExtra Gum Expandable Display – HH Global for Mars Wrigley Australia
Centrum Printing Produced in ANZDell/Alienware Gaming Table JB HiFi – Double Impact Displays for DELLHusqvarna Modular Experiential Display – Point Retail for Husqvarna AustraliaMyer Giftorium – Active Display Group for Myer
Covid-Safe Retail Continuity ProductELFie with Santa – Neat Agency for Retail FirstBARE Hygiene – DisplayWiseRevlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon Australia
Digital Instore, Mobile, Social & OnlineRevlon Super Lustrous Lipstick Carousel and Virtual Mirror – POP This for Revlon AustraliaSwarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for SwarovskiSpark Virtual Store – Raydar for Spark
Experiential Swarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for SwarovskiNescafe 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 AustraliaSwarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for SwarovskiThe Lost Shipment – Devil’s Corner – Brown Family Wine Group with Traffik
Occasion-based Shopper Campaign Swarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for SwarovskiFerrero Australia – Nutella x SMEG Winter Campaign – The Mix Agency for Ferrero AustraliaCadbury Halloween 2020 – XPO Brands for Mondelez
Integrated Path to Purchase Campaign Swarovski ‘Naughty or Nice’ Vending Machines – Neat Agency for SwarovskiGillette Skinguard ANZ Launch – Tag for Procter & GambleHuggies – Hug It Forward – Raydar for Kimberly-Clark
Campaign Response to a Covid-19 Changing ShopperCadbury Halloween 2020 – XPO Brands for MondelezRed Bull Music Motel – Red Bull with Boo GroupHow IKEA Inspired Australians to Renovate – Traffik for IKEA
Environmental Stewardship1/6th Pallet – CHEP Australia with Nestle AustraliaBilly and Margot Petbarn Pallet Display – IVE Group for Real Pet FoodMilky Bar Whirl Dress Up Kit – ABBE Corrugated with Indicia Worldwide for Nestle
NZ Marketing Team

About NZ Marketing Team

One of the many talented NZ Marketing team writers made this post happen.

Leave a Reply

Your email address will not be published. Required fields are marked *