Product category:
Point of purchase, retail design
News Release from: MediaZest | Subject: interactive in-store digital displays
Edited by the Marketingservicestalk Editorial
Team on 16 May 2008
Digital displays promote Diesel
fragrance
MediaZest is deploying interactive in-store digital displays to promote the launch of new Diesel fragrance Fuel for Life.
MediaZest, a one-stop-shop for creative digital displays, was selected by clothing and fragrance company Diesel to create a unique and eye-catching interactive AV solution to promote the launch of its new perfume Fuel for Life To maximise footfall at the selected stores in which the fragrance was launched, Diesel wanted to exploit the latest technology to create a dramatic impact, maximising the visibility of the new product and bringing promotional messages to life for shoppers passing by
This article was originally published on Marketingservicestalk on 30 Mar 2007 at 8.00am (UK)
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MediaZest, which has a unique combination of expertise in both the digital marketing and AV sectors, was tasked with not only designing the exhibit, but also the execution of the project, ensuring that the displays between the two flagship stores were co-ordinated throughout the campaign teaser and launch.
Liaising with two other suppliers, Attic-Room and McKenzie Clark, MediaZest ensured that all parties were on site at the same time to create the displays in time for the launch deadline.
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The dramatic and eye-catching display acted as the ideal platform for launching the new fragrance and creating a buzz around the product, illustrating the positive impact that this genre of advanced technology has on the public.
The incredible 103-inch Panasonic plasma screens - the largest of their type in the world - were ideally suited to the high-street window displays, creating an eye-catching feature for Diesel's promotional messaging and advertising.
The full HD screens occupied a prominent position beside the main store entrance, displaying high-quality Diesel images on a huge scale to customers entering the store to draw their attention to the launch.
A sophisticated audio system, Whispering Windows, was also integrated into the plasma display, transforming the glass window into a loud speaker, attracting the attention of passers-by, raising the profile of the launch and drawing potential customers into the store.
Andy Hawkins, Group Sales and Marketing Director of MediaZest, explained: "With 815 fragrance launches in 2007 alone, it was vital that Diesel created a real impact with the launch of Fuel for Life to set it apart from its competitors.
"The company implemented an extensive teaser campaign via TV, radio and print media, and for the day of the official launch required an in-store display that would create waves.
"The dramatic exhibit that MediaZest provided attracted the attention of shoppers and passers-by, enhancing the brand and really raising awareness of the perfume".
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