ELETROMAGNETIC DISPLAY by BENDITO DESIGN for Olympikus

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ELETROMAGNETIC DISPLAY

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency BENDITO DESIGN
Creative Director Carolina D'avila
Producer Beatrice Genta
Released March 2009

Credits & Description

Category: Point of Sale
Advertiser: OLYMPIKUS
Product/Service: SHOES AND SPORTS RELATED PRODUCTS
Agency: BENDITO DESIGN
Date of First Appearance: Mar 9 2009 12:00AM
Entrant Company: BENDITO DESIGN , Porto Alegre, BRAZIL
Chief Executive Officer: Patrica Kraemer (Bendito Design)
Creative Director: Carolina D'avila (Bendito Design)
Architect: Simone Toneloto (Bendito Design)
Account Manager: Paula Raymundo (Bendito Design)
Producer: Beatrice Genta (Bendito Design)
Account Manager Assistant: Fernanda Farias (Bendito Design)
Client: Marcio Callage (Olympikus)
Media placement: Eletromagnetic Display - Lojas Centauro - March 2009
Media placement: Eletromagnetic Display - Lojas Santinni - March 2009
Media placement: Eletromagnetic Display - Lojas World Tenis - March 2009

Describe the challenges and key objectives
Follow a project display completely new and impressive using technology and design. Emphasize the amazing lightness of Tube Xtra Olympikus technology. Link its design to the visual concept of the POP Campaign, so the display received the same shape and curves of the other materials we have created, remeniscent of the Olympikus logo.

Describe the brief from the client
Develop a display for the launching of Tube Olympikus, a new product of Vulcabrás/Azaléia Group. The display should highlight the main attributes of Tube, which are technology, performance and lightness and generates a surprising experience with high impact at the point of sale.

Describe how you arrived at the final design
We wanted to create a bold and original display, that would be stunning to the eyes of consumers, drawing them into the stores. The concepts of lightness and technology were translated in a very clear and objective way, once the eletromagnetic display hangs the product in the air by magnets with reversed positive and negative poles, generating an energy force suspending the product, with high visual impact. By the side of the suspending product, we also had a suspending sheet with some features of the product explaining its technology.

Give some indication of how successful the outcome was in the market
At first, it was the response of trade requesting Olympikus display to their stores. They were sure that it would surprise consumers and increase their sales. Magnificent, the first model with Tube Xtra technology was the most sold tennis shoes in the first semester, selling more than half a million pairs, even though it was the most expensive product of the company.