Project SKY Italia The islands were placed in big store chains selling home appliances and in the galleries of shopping centers. Places with high attendance and big commercial value were selected. The project had two main targets. The first one was to present itself through a clearly defined project, which meets the requirements on the construction, assembly, placing and correct timing of the campaign with store chains. The second target was to respond to activities of the competition, which was more active in the past year. In order that the project could work well during communication at the point of sale, a great emphasis was placed on its creative look, which can be regarded as a standard requirement on the Italian market. The display island is executed in a light shade of blue, though at the same time being sufficiently noticeable. Individual elements of the island are placed in tiers thus creating an interesting light effect while at the same time enabling easy manipulation with individual elements. A new WAP technology (cordless animated panel) was also used for the island. This is an advertising poster with light animation running for up to 4 months while being powered by only two AA batteries. Resolution of the animated picture is higher than with standard monitors and therefore SKY responded positively to the possibility of using this technology in the project. |
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Another element of the whole set is a carpet in the colour of the brand thus creating an interesting atmosphere of the place where SKY products are offered and sold. The structure of elements is executed from shaped lacquered MDF with several transparent plexiglass interlayers, which adds to the luxurious look while at the same time being a resistant material. Everything was prepared so as the island could be put together very easily and quickly at the point of sale.
The implementation of the entire project did not last long. Following a receipt of the order from the customer we proceeded from the first creative step to technical drawings within two months. In the following month we manufactured prototypes and during the next two months all 200 ordered sets were manufactured and delivered. Originally, the project was to be displayed in stores for two months, but due to its success, many of the islands remained in the points of sale for up to 6 months.
In addition to the 200 sets manufactured from MDF, 100 sets from a cheaper material ’Äì cardboard were produced. This material is, however, intended for short-term use not exceeding 1-2 weeks.
We provided complex services for this project; apart from the creative and manufacturing phase, at which we cooperated with the Lumen Agency, we also provided logistic and assembly services. These phases, which were also very demanding, included the storage of all manufactured items in stores throughout Italy and subsequent deliveries to individual stores.
It was always necessary to contact a responsible person at the point of sale and agree on the date of delivery and installation. Following the delivery of the goods to the point of sale, two workers were ready on the spot to perform the assembly and get the island ready for use. A record on the project handover was prepared, including pictures, at each point of sale.
The success of this project was such that it resulted in an increase of sales by up to 200% during the campaign at some of the points of sale. On these grounds SKY will also repeat this project in 2009. Installations in stores will take place during August and September and the campaign will last at least until end of December 2009.
For more information, please contact:
Dekor,
spol s.r.o.
Hradistska 849
687 08 BUCHLOVICE
CZECH REPUBLIC
Tel.: +420-572 430 555
Fax: +420-572 430 550
Contact: Libor Jordan
Email: libor.jordan@dekor.cz
dekor@dekor.cz
http://www.dekor.cz/