Brings Nestlé’s Quality Street® Brand to Life at Point-of-Sale in ASDA Stores
LONDON UK - Anthem, a global creative agency that actively connects brands with consumers by amplifying desirability from package design to brand campaign to drive brand performance has launched the first interactive POS (point-of-sale) campaign in the UK, helping to usher in a new chapter in point-of-sale advertising.
Working closely with technology partner, London-based Projection Artworks over the past two years to develop a solution for in-aisle supermarket advertising, Anthem leveraged their DisplayMapper technology to bring existing store shelving to life with animations and real-time data. DisplayMapper combines daylight-visible projections and 3D mapping software. The cloud-based system can centrally control and distribute creative branded content across a universe of retail supermarkets or uniquely to each store. Updates to content can be pushed out “live” within minutes to one store or all, targeting consumer preferences and product promotions at the local, neighborhood level. Content development possibilities include amplifying social media campaigns.
The content, created by Anthem specifically for Nestlé for this new technology, amplified seasonal in-store advertising campaign for its Quality Street brand in 10 ASDA stores nationwide. Initial results reveal a significant return on investment for both Nestlé and ASDA. According to ASDA, ASDA stores have reported a 41% lift in sales of Nestlé’s Quality Street brand in the outlets that featured the DisplayMapper technology, compared to other stores, with the best performing product categories located closest to projection units. Nestlé and ASDA plan to roll out the technology to more stores and create additional campaigns in 2016.
Rob Hollands, Director of Brand Experience at Anthem said: “We’re very aware of the challenges inherent in engaging consumers within the store aisle, which is why we’ve seen little innovation in-store amongst the UK’s grocers and FMCG brands. We’re thrilled to lead this genuine and exciting innovation to give brands a new space to tell their story and to deliver a truly “connected aisle.” The results speak for themselves. Interactive in-aisle advertising not only drives consumer engagement, it drives brand performance, delivering top-line growth to the business.”
Tom Burch, Managing Director, Projection Artworks noted: “As the world’s first cloud-based content distribution and display system with a full 3D video-mapping engine, DisplayMapper is a low cost, easy-to-use technology solution that can create genuine stand-out in retail environments. Its dramatic impact on sales at ASDA suggests a new chapter in point-of-sale display has begun.”
ASDA’s General Store Manager, Great Bridge said: “This technology is incredibly innovative and takes POS displays to a new level. We’ve had a positive response from customers who are stopping to take a good look. It’s providing a whole new way of active selling.”