POINT OF PURCHASE GRILLE|短视频|广告营销案例【ADGuider广告指南】

购买点格栅

案例简介：简要解释南非法律要求酒馆拥有将顾客与股票分开的安全 “屏幕”。这些屏幕功能齐全，但很难看，在更高档的传统 “白色” 栏中不需要。他们让酒馆里的饮酒者觉得自己是罪犯，而且场馆很冷，没有人情味。我们想遵守法律，但完全改变消费者的体验，并将我们客户的品牌与这种新的积极体验联系起来。我们将安全 “屏幕” 指定为品牌的最佳场所; 它们不能被覆盖或撕掉，在它们上面画画不会删除我们客户的标志。描述客户的简报在南非，乡镇酒吧被称为酒馆。他们是社交的，但大多是基本的地方。在这些环境中，竞争对手的酒精品牌之间正在进行一场争夺 mindshare 的战争，竞争对手会无所作为: 撕掉海报或灯箱, 用布覆盖桌子品牌，并在竞争对手的品牌上绘画。温得和克啤酒想把他们的品牌带到关键的酒馆，记住这一切。设计过程我们解构了品牌包装的图形元素，并将它们用于装饰性但功能性的设计。用锻铁和激光切割金属建造格栅，它们的特点是可上锁的服务舱口、内置开瓶器和品牌。顾客觉得自己被考虑了，而不是不诚实，酒吧老板以一种欢迎的方式遵守法律，我们客户的品牌是令人难以置信的永久的，并且在最有效的地方，因为顾客正在购买他的啤酒。结果顾客说他们第一次觉得被考虑了。业主以前所未有的方式遵守法律。我们的销售团队告诉我们，他们与业主的关系是他们有史以来最好的。因此，安装了更多的冰箱，自然，温得和克的销售额飙升。这让我们的客户很开心。他们的信息不仅独一无二，而且不可能被删除，他们现在已经获得了邻里的支持，成为第一个真正尊重酒馆文化的南非啤酒品牌。干杯!

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案例简介：Brief Explanation South African law requires taverns to have security 'screens' separating customers from the stock. These screens are functional but ugly and are not required in more upmarket, traditionally “white” bars. They make drinkers in taverns feel like criminals, and the venues cold and impersonal. We wanted to obey the law but totally change the experience for consumers and link our client’s brand to this new, positive experience. We earmarked the security 'screens' as the perfect place for branding; they can’t be covered or ripped out and painting over them wouldn't remove our client’s logo. Describe the brief from the client In South Africa, township bars are called taverns. They are sociable but mostly rudimentary places. There is an on-going war between rival alcohol brands for mindshare in these environments and competitors will stop at nothing: ripping down posters or light boxes, covering table branding with cloths and painting over the competition's branding. Windhoek beer wanted to take their brand to key taverns with all of this in mind. Design Process We deconstructed graphic elements of the brand’s packaging and used them in a decorative but functional design. Constructing the grilles out of wrought iron and laser cut metal, they feature a lockable serving hatch, built-in bottle openers, and branding. Customers feel considered and not dishonest, bar owners follow the law in a welcoming way and our client’s branding is incredibly permanent and right where it works best, as the customer is buying his beer. Results • Customers say they feel considered for the very first time. • Owners obey the law in a way that has never been seen before. • Our sales team tell us their relationships with owners are the best they've ever been. As a result, additional fridges have been installed, and naturally, sales of Windhoek have shot up. • This makes our client happy. Not only is their messaging unique and impossible to remove, they now have neighbourhood support for being the first South African beer brand to truly respect tavern culture. Cheers to that!