2011 Winners & Shortlists

Brief Explanation

Phamacies are very cluttered environments. Most big brands have their own mini counter displays and category branding. Moov sits on shelves with all the other pain relief gels and sprays, so we needed to do something different so we could stand out.

The Brief

To create POS material for Moov that would drive sales for the product at the point-of-purchase in Pharmacies.

How the final design was conceived

We wanted to show people that with Moov pain relief ointment they could enjoy an active life without worrying about the pain. Rather that show active people in a poster, we created the 'Bendys', which could be contorted into hundreds of positions and sit anywhere on the shelf. Because of their 3 dimensional nature the eye is instantly drawn to them, and the funny positions helped them to stand out amongst all the flat shelf talkers and dividers. And because the 'Bendy's' were made from laminated micron sheets, they lasted longer than the traditional cardboard POS material.

Indication of how successful the outcome was in the market

Pain relief ointments are usually a need-based purchase, people only buy it when they are in pain. So we don't have massive spikes in sales figures. But, we'd like to believe that the 'Bendys' attracted a lot of eye balls and created preference for the brand for when the need arises. The pharmacy sales reps told our client that lots of people interacted with the 'Bendys' making their own contorted shapes and positions, and a few people even took them home.