Logitech Endcap Wins Display of the Year OMA Award

Logitech's io Personal Digital Pen Interactive Endcap was selected as Display of the Year - Semi-Permanent in Point-of-Purchase Advertising International's annual Outstanding Merchandising Achievement (OMA) awards competition. "We don't want someone to look at a display and say, 'Well, so what?' " says Tom Ujfalussy, vice president, sales and marketing for Protagon Display Inc., Toronto. "We want consumers to be educated by the piece."Enlightening those consumers about Logitech's io Digital Pen was both a challenge and an opportunity for the Protagon Display team. The pen, which Ujfalussy says has "a very large cool factor," is a techie's dream. It actually "learns" to decipher its user's handwriting. Ujfalussy notes, however, that the company had to figure out how to make the pen seem interesting to a wide range of shoppers. As stated on the company's entry form, the endcap must, in three minutes, "convince a consumer to part with $199.00." Graphics, according to Ujfalussy, helped to do that. "We used lifestyle shots of regular folks using it," he says. "What is great about this piece is the care that was taken in regards to combining good graphics with good design." The P-O-P producer also included a video screen, an io pen and the digital paper on which it writes. These features provide consumers with the opportunity to pick up the pen and get an idea of how it works.Ujfalussy also emphasizes the display's versatility. "It's totally modular," he explains. "It can be used as is, or you can take the sides off of it and use it as a tabletop version." The removable sides are made of corrugate. Hook-and-loop fasteners hold them to the main center unit, which is acrylic. "It looks like it's one giant display that is very high-end. The perception is that you have this great big permanent display, but it's not really as ostentatious as that. We've value-engineered it," he says.The display debuted at retail in November 2002. The run of 400 landed at such stores as Best Buy, Comp USA and Staples Business Depots in the United States.

Logitech Endcap Wins Display of the Year OMA Award

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Company

Market Segment