When the spring/summer season rolls around we love getting outside and enjoying our garden sanctuaries. What we love less is the task of maintaining and improving fences, decking and sheds. Products that help undertake these fair-weather tasks often focus on functional product benefits. Whilst relevant, the first job is to inspire DIY shoppers to want to enhance their outdoor spaces. This was our challenge for Ronseal’s annual B&Q seasonal activation.
The Approach
Understanding the latest consumer garden trends and colours, we combined our creative and production expertise to deliver POS solutions that would not only disrupt but also inspire shoppers. Utilising the dominant location of B&Q aisle ends we set out to produce displays which shoppers could relate to and feel assured that Ronseal would help them to get the job done.
Given the semi-permanent nature of the activation we also wanted to maximise the space and store traffic through multi-layered POS, which would allow the garden scenes to have depth and detail not possible through a more traditional flat production method.
Results
The 3D aisle end displays created were the result of months of conceptualisation, design and prototyping. The finished product utilised recyclable materials and provided a cost-effective, robust and easy-to-install solution, which would engage shoppers throughout the outdoor DIY season. The activation was recognised by POPAI, the industry association dedicated to enhancing the total shopper experience, with the award of:
