Driving home the message

When developing promotional ideas, BORCO looks at target group lifestyle. ‘Outdoors at home’ captured the most popular summer evening and weekend activities among its young urban consumers. This theme also shaped the POS brief: to create an evocative display that captures the variety of the food trucks. The STOP – HOLD – CLOSE approach was at the forefront of the structural design. To disrupt shoppers, it must be clearly visible from ten meters away. From three meters away, the display must hold the shopper’s attention and inform them about the promotion. This draws them into the CLOSE zone – one meter around the truck – from which a purchase is most likely. From this brief a large-format ‘Cocktail Car’, made from corrugated cardboard, was conceived.

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