| Brand | DEPECHEMODE |
| Product/Service | 6:05 |
| Entrant | JWT Beirut, LEBANON |
| Category | Merchandising/In-store Marketing & Point of Purchase Displays |
| Entrant Company: | JWT Beirut, LEBANON |
| Sales Promotion/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
‘6:05® at depechemode’ is a multi-offering experiential space that comes to life every day at 6:05 sharp, to celebrate fashion, music and art through daily events.
With ever-changing products in an array of shapes and sizes (clothing to gadgets, furniture, books, food, cosmetics…etc.) on offer, the packaging design needed to stand for much more than being a typical ‘store bag’.
We created an innovative, yet simple invention: The INSTABAG Station.
An instant bag-creating machine that goes beyond packaging, promoting the store’s experiential aspect, supporting the space’s ‘green initiative’, and glorifying the space’s diversity in products.
Describe how the promotion developed from concept to implementation
After months of experimentation and technical support from engineers, we were able to bring to life the first prototype of a machine that proved capable of instantly transforming any piece of material into bags or gift-packs of all sizes.
Installed in the space, the machine adapts to the ever-changing and diverse products, and also allows clientele to customize their bags, making packaging an experiential part of 6:05®.
Describe the success of the promotion with both client and consumer including some quantifiable results
The INSTABAG Station not only saved thousands of dollars worth of packaging production, avoided paper waste almost completely, and substantially reduced 6:05®’s carbon footprint.
The packaging produced in-store also acts as an innovative promotional tool.
It allows for clientele to walk out of 6:05®, each with different and fully customized packages – that indirectly showcase the variety of products on offering – extending every bag’s life-cycle and attracted much attention and word of mouth.
Explain why the method of promotion was most relevant to the product or service
This innovative packaging system, unique and exclusive to 6:05®, transformed into a non-traditional promotional tool for the space. The packaging stands for more than being just a bag; it promotes the store’s unusual aspect, creating curiosity towards the nature of its offerings. This packaging solution also stands for the spaces commitment towards being ‘green’, and gives the customers an experience they wouldn’t find anywhere else.
Credits