2023 Shop! Retail Marketing Awards winners announced
INTERACTIVITY DRIVES RETAIL MARKETING AND DISPLAYS
Creative campaigns playing on experience win the day at SHOP! ANZ Awards
Interactive, experience driven marketing and activations proved successful in 2023, with a large proportion of the campaigns awarded at the Shop! ANZ Retail Marketing Awards having an aspect of engagement and reality.
The Shop! Retail Marketing Awards, showcase the ingenuity and success of the Australian and New Zealand retail marketing industry, with entrants awarded Gold, Silver and Bronze accolades across 27 categories, spanning both physical displays and shopper experience.
While retail marketing has always sought to bring brands to life along the path to purchase, this year’s entries demonstrated that engaging consumers hearts and minds is key to driving purchase.
Neat Agency’s PUMA Footy Virtual Kick for PUMA Australia took out the top prize of the night, the Tom Harris Retail Marketing Award (Best in Show), in addition to Best Shopper Experience and three Gold and two Silver category awards.
The campaign, which took place at Chadstone Shopping Centre, challenged shoppers to test out PUMA’s latest range of footy boots using a gesture controlled virtual kicking simulator.
Other big winners were Semcom’s Durex Mardi Gras Display for Reckitt Benckiser, which won Best Display, bringing the colour and theatre of Mardi Gras to stores; and in proof that industrial design is still king, 5P’s Mars Recycled Modular Display Unit for Mars Wrigley won Best Design & Innovation, along with four other trophies.
This year’s Shop! ANZ Retail Marketing Awards featured three new categories – introduced following an annual review of the 24 year old Awards program – Retail Media, Home & Garden, and Retailer Exclusive Campaign.
These were won respectively by Cartology NZ’s Tegel Free Range campaign; Point Retail and Loop Brand’s Husqvarna Automower Retail Display; and 5P Group’s Mars SFP Prepack for Mars Wrigley.
Back to the theme of bringing reality into store, IVE Group’s Old El Paso Taco Tuesday display for General Mills won Gold in the popular category of Grocery Store (Food) – Temporary; followed by The Mix Agency with Opal Specialty Packaging for Ferrero’s Kinder Halloween 2023 display; with Bronze going to XPO: The Mars Agency and 5P Group for their M&Ms World Tour New York display.
Winners in the Liquor categories followed the theme of engagement and interactivity. 31ST won Gold in Liquor Temporary for its Wild Turkey Airstream for Campari; with Communicado and Lithocraft’s larger than life Peroni Aston Martin F1 race car display taking Silver; and PMG’s Guinness Winter display for Lion winning Bronze.
Another big category – Specialty Retail, Lifestyle & Service Providers – Temporary Display – had four big winners following a tie for Bronze between DisplayWise and Bastion Experience’s Viktor & Rolf Flowerbomb Relaunch for Mother’s Day for L’Oreal, and Dashing Group’s Australia Post Delivering Christmas.
Gold and Silver in the same category were won by Neat Agency’s PUMA Footy Virtual Kick and IVE Group’s recreation of a life-size Monopoly board for Monopoly’s Shop Scan Win campaign in Vicinity Centres.
The first ever voice commerce winner at the Shop! Retail Marketing Awards was Mars Wrigley’s Trick or Treat with Alexa & M&Ms voice-activated Halloween campaign using the Amazon Alexa device.
Clever Industrial Design also featured heavily throughout the Awards entries, recognised by the POP This! Retail Industrial Design categories. Point Retail made a clean sweep, taking out Gold in both the Temporary and Permanent streams of the category – in Permanent with Loop Brands for the Husqvarna Automower Retail Display and in Temporary with Spark for their Wonka Xbox Holiday Display.
Vinnies QLD’s Feel Good Find new store format, currently being rolled out across QLD, won Gold for Store Design, with Cheil’s Pitt St Pop up for Samsung and IVE Group’s Myer Christmas 2023 winning Silver and Bronze.
People’s Choice, decided by more than 2000 votes from the public, saw DSKH Smollan’s Chromebook Digital, Instore, Social & Online Training Advocacy Program for Google come out on top out of the 167 entries, while the winner of the Environmental Stewardship Gold prize was 5P Group’s Mars Recycled Modular Display for Mars Wrigley.
Carla Bridge, Shop! ANZ General Manager, noted that there has been a clear evolution in retail marketing over the last three years.
“Brands and marketers are having to work increasingly hard to attract shopper attention in a world of fragmented focus, limited time, and financial strain,” said Ms Bridge.
“This is evident in the standard of campaigns and activations we’re seeing coming through our Awards program each year – every year we see an elevation in the calibre of submissions.
“This year was no different. The competition can be so tight in some categories that several entries can be separated by just a single judging point. Australian and New Zealand retail marketers should all be very proud of their work over the last 12 months, as our small little patch continues to set the standard worldwide,” she said.
To view the 2023 Shop! Marketing at Retail Awards entries and images, visit the Shop! website, www.shopassociation.org.au
2023 Shop! Marketing at Retail Award Winners - Gold, Silver, Bronze
Category | Gold | Silver | Bronze |
Large or Department Store | Myer Christmas 2023 – IVE Group for Myer | Royal Canin Breed Senior 5+ Pallet – 5P Group for Royal Canin | Big W Everyday Rewards Tableware Continuity Program – IVE Group for Woolworths |
Grocery Store (Food) Temporary Display | Old El Paso Taco Tuesday Display – IVE Group for General Mills | Kinder Halloween 2023 – The Mix Agency with Opal Specialty Packaging for Ferrero Australia | M&Ms World Tour – New York – XPO: The Mars Agency with 5P Group for Mars Wrigley |
Grocery Store (Food) – Permanent Display | Mars Recycled Modular Display Unit – 5P Group for Mars Wrigley | Once You Pop! Pingles Aisle Bay Enhancement – ID POP for Kellanova | Dry Drinks – IVE Group for Woolworths |
Grocery Store (Non-Food) | P&G’s FGE 2.0 at Woolworths – Tag with Opal for Procter & Gamble | Rexona FIF Women’s World Cup & Sam Kerr Activation – Indicia World Wide for Unilever | Everyday Rewards Tableware Continuity Program – IVE Group Woolworths |
Liquor – Temporary Display | Wild Turkey Air Stream – 31ST for Campari | Peroni Aston Martin F1 – Communicado with Lithocraft for CUB | Guiness Winter – PMG for Lion
|
Liquor – Permanent Display
| Johnnie Walker Blue Permanent FSDU – HH Global for Diageo | Aperol AO Experience at Melbourne International Airport – Maake with Made Experiences & Gioforma for Campari | Penfolds Thematic Display – Lithocraft for Penfolds |
Petrol, Convenience & Route | Ryde Wellbeing Launch, 2023 – IVE Group for The Waterstreet Collective | Maltesers Gold – 5P Group for Mars Wrigley | - |
Health & Beauty – Temporary Display
| Durex Mardi Gras – Semcom for Reckitt Benckiser | Revlon Pallet Display – POP This! for Revlon | - |
Health & Beauty – Permanent Display
| Revlon Unfixed Next Gen Wall System – EDA Australasia for Revlon Australia | Rimmel 2700 Digital Header Unit – EDA Australasia for Coty | Runway Room Flagship Store – IVE Group for Runway Room |
Consumer Electronics
| Husqvarna Automower Retail Display – Point Retail with Loop Brands for Husqvarna | Wonka Xbox Holiday Displays – Point Retail with Spark for Microsoft | Interactive Canon Cabinets – Canon Australia |
Specialty Retail, Lifestyle & Service Providers – Temporary Display | PUMA Footy Virtual Kick – Neat Agency for PUMA Australia | Monopoly Shop Scan Win Campaign – IVE Group for Vicinity Centres | Australia Post – Delivering Christmas – Dashing Group for Australia Post Viktor & Rolf Flowerbomb Relaunch for Mother’s Day – DisplayWise with Bastion Experience for L’Oreal |
Specialty Retail, Lifestyle & Service Providers – Permanent Display | Aperol AO Experience at Melbourne International Airport – Maake with Maade Experiences & Gioforma for Campari | Bulgari Sydney International Airport – EDA Australasia for Bulgari | - |
Home & Garden | Husqvarna Automower Retail Display – Point Retail with Loop Brands for Husqvarna | Ox Tools, Tool Trek Display – POP This! for Ox Tools | - |
Window Displays
| Wonka Xbox Holiday Windows – Point Retail with Spark for Microsoft | Peter Alexander, Christmas at the Grand Alexander – Dashing Group for Peter Alexander | Monards Lunar New Year – Styleprint for Monards |
Store Design
| Feel Good Finds – Vinnies QLD | Pitt Street Pop Up – Cheil Australia for Samsung Australia | Myer Christmas 2023 – IVE Group for Myer |
POP This! Retail Industrial Design – Temporary Display | Wonka Xbox Holiday Display – Point Retail with Spark for Microsoft | Maltesers Gold – 5P Group for Wrigley | Old El Paso Taco Tuesday Display – IVE Group for General Mills |
POP This! Retail Industrial Design – Permanent Display | Husqvarna Automower Retail Display – Point Retail with Loop Brands for Husqvarna | Mars Recycled Modular Display Unit – 5P Group for Mars Wrigley | Runway Room Flagship Store – IVE Group for Runway Room |
Centrum Group Produced in ANZ | Kikki.K Mother’s Day – Styleprint for Brandbank | P&G FGE 2.0 at Woolworths – TAG with Opal for Procter & Gamble | Monopoly Shop Scan Win Campaign – IVE Group for Vicinity Centres |
Digital Instore, Mobile, Social & Online | Trick or Treat with Alexa & M&Ms – Mars Wrigley with Alexa Amazon | Chromebook Digital Instore, Social, and Online Training & Advocacy Program – DKSH Smollan for Google | PUMA Footy Virtual Kick – Neat Agency for PUMA |
Field Marketing | Chromebook Field Training & Advocacy Program – DSKH Smollan for Google | Hendrick’s Gin Glora Adora PR Kit – IVE Group for William Grant & Sons | Maltesers Gold – 5P Group for Mars Wrigley |
Experiential
| Canon Turn Up Your Travels – Extravert for Canon Australia | PUMA Footy Virtual Kick – Neat Agency for PUMA | Primeville @ SXSW – Point Retail with Spark for Prime Video ANZ |
Sales Promotion
| Primeville @ SXSW – Point Retail with Spark for Prime Video ANZ | PUMA Footy Virtual Kick – Neat Agency for PUMA | M&Ms World Tour New York – XPO: The Mars Agency for Mars Wrigley |
Occasion-based Shopper Campaign
| PUMA Footy Virtual Kick – Neat Agency for PUMA | Myer Christmas 2023 – IVE Group for Myer | Ferrero Christmas Gifting Campaign – The Mix agency for Ferrero |
Integrated Path to Purchase Campaign
| PUMA Footy Virtual Kick – Neat Agency for PUMA | Coca-Cola FIFA Women’s World Cup Tournament 2023 – Link Worldwide for Coca-Cola | Lush x Mario Bros Campaign – what to do for LUSH Cosmetics |
Category Management | Once you Pop! Pringles Instore Category Management Solution – ID POP for Kellanova | Nestle Coffee Capsules Shelf Divider Solution – IVE Group for Nestle Australia | Battery HomeBay – IVE Group for Duracell |
Retail Media | Tegel Free Range – Cartology NZ for Tegel | Purina – Cat Give Back Campaign at Woolworths – Nestle Purina Fakeaways – Cartology NZ | DON – Year of Retail at Coles – XPO: The Mars Agency for Don Smallgoods |
Retailer Exclusive Campaign | Mars SFP Prepack Display – 5P Group for Mars Wrigley | Chobani All Blacks 160g launch Activation – Chobani Australia | Mars Recycled Modular Display Unit – 5P Group for Mars Wrigley |
OUVAR Environmental Stewardship | Mars Recycled Modular Display Unit – 5P Group for Mars Wrigley | P&G FGE 2.0 at Woolworths – TAG with Opal for Procter & Gamble | Mars SFP Prepack Display – 5P Group for Mars Wrigley |
2023 Shop! ANZ Pinnacle Award winners
Award | Winner |
People’s Choice | Chromebook Digital, Instore, Social & Online Training Advocacy Program for Google |
Best Design & Innovation | Mars Recycled Modular Display Unit – 5P Group for Mars Wrigley |
Best Shopper Experience
| PUMA Footy Virtual Kick – Neat Agency for PUMA |
Best Display | Durex Mardi Gras – Semcom for Reckitt Benckiser |
Tom Harris Retail Marketing Award (Best in Show) | PUMA Footy Virtual Kick – Neat Agency for PUMA |
For interview opportunities with 2023 winners or Shop! GM, Carla Bridge, phone Shop! on (02) 9281 2630 or email carla@shopassociation.org.au.
-ENDS-
About Shop! ANZ:
Formerly known as POPAI, Shop! is the only global, not for profit industry association exclusively advocating for excellence in shopper marketing and retail experience. With 20 offices covering 45 countries and over 1700 member companies worldwide, Shop! brings global best practice intelligence, resources, recognition and networks and to our members. For more information, visit www.popai.com.au or email www.shopassociation.org.au.
About the Shop! Marketing at Retail Awards:
The annual Shop! ANZ Marketing at Retail Awards recognise and reward outstanding retail marketing campaigns across 27 categories, covering physical displays and shopper experience. Open to both Shop! ANZ members and non-members, entrants vie the distinguished Gold, Silver and Bronze ‘Point’ Statue, a nod to the foundations of the Awards in Point of Sale. Award winners will be announced at Shop!’s Awards Gala Dinner on March 21, 2024, at Doltone House Jones Bay Wharf, Sydney. For more information on Awards or view the entry case studies, visit www.shopassociation.org.au
