Home Appliances: "CONTINENTAL BRAND EXPERIENCE SYSTEM" Design & Branding by KEENWORK DESIGN

Category: Environmental Design: Semi-Permanent
Advertiser: CONTINENTAL
Product/Service: HOME APPLIANCES
Agency: KEENWORK DESIGN
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: KEENWORK DESIGN, São Paulo , BRAZIL
Creative Director: Luis Castellari (Keenwork Design)
Production Director: Silvia Costa (Keenwork Design)
Architect: Renato Winnig (Keenwork Desgin)
Designer: Iolanda Yassuda (Keenwork Design)
Architect Assistant: Marcela Havandjian (Keenwork Design)
Media placement: shop-in-shop - Resellers, mega stores and malls - march 2009
Media placement: mini-stand - Resellers, mega stores and malls - march 2009
Media placement: setting - Resellers, mega stores and malls - march 2009
Media placement: corner - Resellers, mega stores and malls - march 2009

Describe the challenges and key objectives
There were two main challenges: find a strategy to achieve harmony in the point of sale, valuing the display of Continental products and bringing the brand closer to its consumers. And create a technical equation that could enable the system to work in different situations of the point of sale and have a very simple logistics and assembly system, allowing the team of promoters to have a crucial role in its implementation. Therefore, the system should be complete enough to comply with all different needs and simple enough to be understood by members of the customer's trade marketing team.

Describe the brief from the client
Client's need was for expand consumer's experience with home appliance products at the point of sale.

Describe how you arrived at the final design
Agency developed a complete system to integrate the different needs of brand display, communication and positioning. The result was the creation of a constructive system and a graphic line of communication to integrate different situations and demands at the point of sale, such as: shop-in-shop, mini-stand, setting, corner etc. The system consistend in a comprised of a metallic tubular structure with electrostatic powder painting, MDF panels with textured polyurethane coating and PVC sheets expanded with digital print. Modern lines, easy transportation and flexible assembly achieved high visibility for the brand at the point of sale, with an excellent cost-benefit ratio.

Give some indication of how successful the outcome was in the market
The project was greatly accepted by merchants and the brand gained more space and importance at the point of sale, valuing its products and reinforcing the brand's relationship with consumers. The project presents extremely simple solutions and well-known technologies. But it was this very ability to think simple in a creative, innovative and planned manner that turned this system into a great success, integrating design and convenience to a planned and integrated project, logistics, assembly and distribution with an excellent cost-benefit ratio.