UK POPAI Awards 2012
POS solutions provider STI Group took the top spot in both its nomination categories at the UK & Ireland POPAI Awards 2012, held on 23 October at the Park Lane Hilton in London. The addition of two golds brings the company’s total haul of POPAI awards to ten this year, following its success at earlier French, Australia and German events.
STI Group won the very first gold of the evening, in the Travel, Leisure & Automotive category, for the lifelike Optimus Prime Truck that took centre stage for the DVD and Blu-ray release of Transformers: Dark of the Moon. A second gold came moments later, in the Sports, Toys & Accessories category, for the doll’s house that has become the familiar home of Blue Nose Friends in stores nationwide.
Foyer space transformed
A real head turner, the corrugate Transformers Truck brought the sci-fi franchise to life in grocery foyers throughout the UK and Ireland, winning the hearts of retailers and shoppers as well as the judges. The clever modular design was customized for each retailer, with trucks ranging from 1 to 3 metres long and sporting retailer specific number plates, price headers and other bespoke touches. Paramount Home Entertainment teamed up with Hasbro to offer a cross-category feast of DVDs, Blu-rays, toys and fancy dress, which was tailored by retailer and store type. The truck was hugely successful in its main objectives, achieving 100% compliance on day one, driving sales and defending space in the face of tough competition from the DVD release of the 7th Harry Potter film.
Home is where the heart is
Shoppers love the new home of Blue Nose Friends – a freestanding doll’s house made entirely from corrugated board but designed for long lasting use. Seasonal elements, for occasions such as Valentines Day or Mothers Day, can be added to the display to regularly attract fresh attention. The attractive island unit can be shopped from all four sides; having the wide range of products so accessible means shoppers are tempted to reach out, touch, and be instantly captivated by these incredibly soft toys. Retailers warm to the display because of its simple setup, while they and the judges couldn’t fail to be impressed by its contribution to a significant uplift in sales.