In the highly competitive ink and printing supplies market, global campaigns often promise grand prizes and wide-scale recognition. However, these initiatives face a recurring challenge: poor retail execution at the store level. This was the case for Supplies Ink’s regional campaign, which included extraordinary prizes such as condominium units, but suffered from lack of participation from resellers.
To address this gap, a localized and experiential activation called the Visibility Contest was designed to motivate resellers, maximize the use of point-of-purchase (POP) materials, and create a buzzworthy in-store presence that resonated with shoppers.
Our Solution: The Visibility Contest
The program shifted the campaign focus back to store-level visibility and reseller motivation.
Key Elements of the Campaign
1. Localized Competition:
- Each shopping mall had its own contest, ensuring multiple winners and wider participation.
- Prizes were immediate and tangible, encouraging creativity and healthy competition.
2. Fair Evaluation:
- Stores were assessed based on clear criteria such as creativity, visibility, and effective POP usage.
3. POP Utilization:
- Stores received fresh batches of POP materials.
- Teams were encouraged to transform displays into thematic showcases to engage customers.
4. Rewards & Recognition:
- Winning stores received exclusive rewards and team recognition.
- The celebratory approach boosted morale and strengthened store pride.
5. Exciting Announcements:
- Winners were revealed in dramatic and engaging ways, creating excitement for both staff and shoppers.
Notice on Intellectual Property: Client names and brands are withheld for confidentiality. All strategies and concepts shown remain the intellectual property of the respective owners and are shared only to illustrate our work.
