Point Of Purchase Materials Simulate Soccer Stadia

UK supermarket ASDA will kick off the Euro 2004 football tournament with in-store print campaigns orchestrated and co-ordinated by retail media specialist, Bezier.

UK supermarket ASDA will kick off the Euro 2004 football tournament with in-store print campaigns orchestrated and co-ordinated by retail media specialist, Bezier.

The campaign will see floor graphics depicting aisle sized football pitches in more than 220 of the chain's stores nation-wide.

The pitches, which are co-funded by Coca-Cola Enterprises, will help customers brush up on their game with illustrations showing a direct route to goal from one penalty area to the other.

Shoppers will also be able to revel in the simulated roar of the crowd as shelf edge motion sensitive point of ourchase (POP) advertising activates cheering sounds as customers pass.

The 'talking' units were sourced by Bezier to create a football stadium atmosphere and also to draw attention to Euro 2004 themed goods.

The football theme will continue outside stores with contravision posters, measuring 1.7m x 0.9m, enveloping trolley bays in 17 centres across the country.

Contravision is a mesh type material, which can be printed on one side to display a picture, but from the reverse it appears to be transparent because of hundreds of small perforations that make it ideal for window displays.

Other more traditional POP advertising will also be supplied to all UK ASDA stores including gondola end displays, shelf-edge features, stripping, bunting and balloons all to give a football party feel.

Floor graphics and POP displays were manufactured by Bezier in house.

Nina Butt, marketing manager, at ASDA, said: "We are thrilled with the Euro 2004 in-store campaign.

It has not only livened up our customers' shopping experience and brought a sense of patriotism to stores but has also been effective in communicating in-store our products and prices.

Paul Whitehead, senior Asda account manager at Bezier, said: "This has been an exciting campaign for Bezier and ASDA.

We have brought to life a number of new and innovative forms of in-store marketing such as motion activated talking units, giant floor graphics and contravision window displays.

I am confident these displays will not only catch shoppers' attention but will also add to a great shopping experience.

Motion activated sound units were provided by Rocket Production and Gratterpalm designed graphics for the project.

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