The ATL campaign was 'Get tech fit in 2015' and involved O2 Gurus and consumers interacting with devices on a fitness related theme. As these assets would not be available in time for the 'shopper stage-one' creative we worked together to create a sales device that would represent the ATL idea and communicate a sense of urgency, fitness, tech and of course... Sale.
Stage 1 Window posters
By taking the word Sale and making it italicised we developed a way of showing speed & urgency,
a price-holding device and a sale lock up that showed an active/'don't miss out' theme.
Below are two examples of in-store window posters:
a price-holding device and a sale lock up that showed an active/'don't miss out' theme.
Below are two examples of in-store window posters:
Stage 2 Window Posters
Moving on, these creatives needed to introduce specific product benefits and combinations of devices,
whilst still showing a fitness/sense of urgency theme
whilst still showing a fitness/sense of urgency theme
Flagship Stores
The brief was now to include more of the ATL assets and overall creative, whilst ramping up
the urgency. I created an 'offer ends' roundel for use TTL, and updated the angled white bars
to emphasise the urgency aspect.
the urgency. I created an 'offer ends' roundel for use TTL, and updated the angled white bars
to emphasise the urgency aspect.
The sale lock up
Ultimately, it was my aim to create a visual synergy throughout the retail/shopper journey. By having the consistent angled elements, even if one or more elements weren't included from ATL all the way
to POS, there was a recognisable visual message. Introducing subtle design changes also added to the story such as adding perspective to the cat decal to make it look as though it was actually in the store.
The movement lines on the white angled bars actually made its way onto the final ATL too.
to POS, there was a recognisable visual message. Introducing subtle design changes also added to the story such as adding perspective to the cat decal to make it look as though it was actually in the store.
The movement lines on the white angled bars actually made its way onto the final ATL too.
Examples of this creative in situation
