DOT 2020: HBO Walmart 'Game of Thrones' Pallet Display

Client: HBOProduct(s) Promoted: Branded Game of Throne ProductsDistribution: Mass Merchants / WalmartNumber of Stores: 1,000Introduction: 4/21/2019Intended Duration: 1 monthDimensions (H x W x D): 61” x 40” x 53”Weight: 120 poundsAward Category: Best Shopper Experience ProgramActivation Partners: Bay CitiesDesign of the Times 2020 Contest DeclarationWhat was the objective of the program? We designed a display that created excitement for the premiere of the final season of HBO's Game of Thrones. With larger-than-life characters, this display required sizeable, creative structures that could be easily assembled in-store. HBO needed a supplier to design and execute a unique, eye-catching structure while balancing a short timeline, multiple vendors, retail guidelines and budgets. We designed a dragon, as the WOW element of the train, and A Song of Fire and Ice element; which is the title of the book series.Describe the execution of the program: We ensured that the corrugated display would be light and easy to set up in-store. The result was two structures with unbelievably real-looking graphics and unique, show-stopping designs that draw customer's eyes to the display and products. The materials used were corrugated, plastic clips, plastic pegs and foam tapes. The display was printed with litho and flexo.What were the results of the program? This dragon train had a high sell-through and products and displays became a hit on social media as it proposed the perfect photo opportunity! The display almost completed sold out within the first 4 days after set up.How does the program match up to the 4C's (command, connect, convey, close the sale) criteria?This hard-to-miss display, with a 3D dragon focal point, presents a multi-dimensional design that can be shopped from all angles. The products are well-segmented for easy shopping. Fans can easily recognize the main elements like, the crumbling castle wall and dragon, while also attracting people who haven't watched the show with a fun way to introduce the show's characters. The four-sided shoppable display has assorted branded products on all sides and encourages customers to walk around and browse the different collectible products. The instantly recognizable Games of Thrones elements provide emotional attachment and encourage consumers to buy the unique collectibles.

DOT 2020: HBO Walmart 'Game of Thrones' Pallet Display

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