Bringing more punch to the Coles Shield story with Facebook Canvas.

Whippet_canvas

To help bring the Coles Credit Cards Masterclass campaign to life, Whippet turned to Facebook Canvas to find an engaging way to tell one of the credit cards stories.

This new platform lets businesses showcase their products using a combination of video, still images, copy and call to action buttons, completely breaking free from the restrictions of typical photo link or video posts. In a Canvas ad, users can swipe through a carousel of imagery, tilt to view and even zoom in for more detail.

Facebook Canvas for Coles Financial Services from Whippet AU on Vimeo.

This improved story-telling capability not only let us talk to a benefit of Coles’ credit card – the Coles Shield security protection but also let us deliver an offer of $100 off a single Coles Supermarket shop once approved.

The arrival of Facebook Canvas has given Coles Credit Cards the ability to tell a more complete story to a wider audience with this fun, engaging campaign – and hopefully give them a healthy boost in credit card applications!

Author

Whippet

Digital Lead

Whippet AUS

Hole lotta love for Coles Express Donuts

Petrol stations are known for convenience, not quality. So Coles Express needed to change customers’ perceptions and show they had quality food in-store. To launch the new range of Coles Express donuts, Whippet needed impactful design that got customers to veer off the well-worn path from bowser to register.

CEXP_HolyDonuts_post_2

The Problem

After drawing customers to the section with bold design and messaging, we surprised them by showing a level of freshness and quality not expected in a convenience store. Great food will always get customers coming back for more – but something’s got to get them to the shelves in the first place!

CEXP_HolyDonuts_post_3

The Solution

We decided to disrupt the customer journey – capturing customer attention and encouraging them to try our delicious donuts. We knew that what worked in a supermarket wouldn’t always cut it in a convenience setting, so we used visually arresting packaging and in-store advertising to grab those customers who had never considered our food-to-go range previously.

CEXP_HolyDonuts_post_1

Author

Whippet

Digital Lead

Whippet AUS

It’s never too early to think Christmas.

Already it’s that time of year, when retailers start to plan their Christmas campaigns. It may be Easter in our hearts right now, but in our minds, it’s jingle all the way.

Because we love Christmas so much, each year we hit the streets and malls of Australia and the UK to gather a huge collection of Christmas retail marketing.  We collect everything that jingles, from catalogues and TV to website and social media activity to sneakily captured in-store shots of POS materials.  

Img_02

Then our Christmas elves collate all the research into a massive marketplace overview, observing key design trends and market insights.

Our 2016 Australian report features thorough reviews of 21 retailers and an overview of more than 17 others, while the UK report features thorough reviews of nine retailers with 20 overviews. 

Featured are food and liquor retailers, department stores, discount department stores, pharmacies and healthcare specialists, telecommunications, outdoors, apparel, gift stores and various specialist retailers. 

Img_05

If you’re currently devising your plans for Christmas, our Australian and UK 2016 Christmas market insights presentations could be just the inspiration you need to stay ahead of the curve. They will certainly help you find a way through what is, by far the most cliched, and therefore hardest campaign in the marketing calendar to cut through.

If you’d like to see more, drop us at line at Whippet and we’d be more than happy to share our research with you at your place or ours. Each presentation goes for about one hour, or we can edit and create a presentation to suit your category and timeframes.

Img_04

Merry Christmas!… I mean, Happy Easter!  

Author

Whippet

Digital Lead

Whippet AUS

Majestic Wine UK – A Quick Sip

Steve Stoner pops in for a taste of the UK liquor store

The UK liquor market is a strange thing. A decade ago there were dozens of ‘off-licence’ brands such as Threshers, Unwins, Oddbins, Victoria Wine, Wine Rack and the nicely-named Bottoms Up. Now they’re all but gone, wiped out by the big supermarkets’ relentless drive into all consumer categories. However, one or two brands did survive the ‘alcoholocaust’, and there are new twitches of life from some of the ‘lost’ brands of the nineties. Are customers craving something more? Is the wine market’s love affair with supermarkets coming to end?

Majestic Wine was one notable survivor of the supermarket takeover, and it seems to have gone through something of a store transformation over the last few years. Most of the bare-floored, dusty warehouses have been overhauled and a new, more contemporary graphic style is now used for their point-of-sale. Whilst in the UK late last year I popped into one of their new format stores to take a look at how the fresh approach was shaping up.

Store_1

The store I visited was in Taplow’s Bishop Centre, a retail development opened in 2014 around a large Tesco Superstore. First impressions were promising with a clean exterior, featuring large windows that allowed clear vision into the store. The entrance area was dominated by a large, tidy counter adjacent to a smart tasting area, and the store manager welcomed me with a friendly smile (still important!). The store itself had retained the ‘warehouse’ element of the Majestic brand by continuing to stack cases of wine on floor pallets rather than fancy shelving units. This merchandising choice added an extra sense of ‘value’ to the whole experience that served better than shouting offers through extensive point-of-sale.

Majestic always required customers to buy by the case, but since 2015 customers can now buy a single bottle. However, price ticketing still encourages multiple purchases by offering a discounted price on every product when buying any six bottles or more. Needless to say, the single bottle price was dwarfed by this offer price on all point-of-sale during my visit.

Tasting_Corner

The new-look branding and point-of-sale design was clean, bold and contemporary, reminding me of some of Whippet’s work for First Choice Liquor from a few years ago here in Australia. Good use was made of graphic icons and the simple, minimalist colour palette worked well in giving a more aspirational feel to the store. Of particular interest was the ‘When it’s gone it’s gone’ section: limited stock wines which have been acquired by Majestic as one-off parcels. The use of the term ’WIGIG’ – a retailer term rarely spoken to customers – is an interesting choice here and one I like, as it’s become a unique Majestic asset with a memorable name. Perhaps they’ll look to compliment this with a multibuy ‘BOGOF’? With Tesco largely abandoning their Buy-One-Get-One-Free offers there may be an opening.

WIGIG_Image

Overall, the new Majestic store format works well and the changes are clearly making a difference, with Majestic sales over the 2016 Christmas period up by 7.5% – their ‘best ever’ Christmas. With Oddbins recently committing to a new store expansion plan, the UK liquor market will be given new life in the coming years, and when coupled with the increase in the number of independent boutique wine stores, customers can once again look away from the supermarkets for a tipple.

 Click here for a google walkthrough of the store created shortly after it opened, albeit without the newly designed graphics and point-of-sale. 

Store_2

Author

Whippet

Digital Lead

Whippet AUS

< PreviousNext >