The Background to the Campaign
Prinovis UK Ltd is a leading gravure print group with its head offices in Germany.
Studiowide was commissioned – alongside our motion graphics work which we also recently completed as part of the same project for Prinovis – to come up with an exhibition stand design concept for a 6 metre back wall area.
The back wall design, including podium, was for the Prinovis stand at the upcoming Retail Business Technology Trade show, where the company launched their new mobile couponing retail system.
The original brief requested for the 6 meter stand to be divided into 3 x 2 metre areas, with each section focussing on a particular market. From our evaluation of the original brief, and as a consequence of our feedback, the client re-evaluated their requirements to a more suitable design which maximised the stand in the best way possible.
Our task was to construct a visual piece that was intriguing to exhibitions goers. The challenge was to be informative to a point, whilst also not revealing too much information. By doing this we would take away any pre-conceived ideas regarding mobile phone marketing and encourage stand visitors to speak with the staff on the stand in order to find out more.
This project was to help launch the Prinovis UK Mobile Couponing scheme. The finished size of the design was 2 metres x 6 metres and the target audience were representatives from a wide variety of retail sectors.
A further challenge was to create a message that was not just directed at users of Smart phones, but those with older generation ‘dumb’ phones. As for phone diversity, we also needed to convey that the Mobile Couponing scheme would drive footfall and sales, and not to confuse the idea with that of a mobile phone advertisement.
Another important consideration was to ensure that the Exhibition stand design was consistent with the Prinovis corporate branding. In addition, the design had to share other style elements and vector illustrations used in our previous Prinovis motion graphics project.
Finally, our client wanted us to create an exhibition environment which stood out from other ‘similar’ product offers at the show. Above all, our exhibition stand design had to inspire people to approach the stand for further information.
After much research and planning we came to the conclusion to use illustrated, silhouetted people, forming a queue to a generic cashier desk. The queue was to represent the demand of the couponing scheme.
Next to the queue of people we proposed to place two over exaggerated generic phones; a Smart phone and a ‘dumb’ phone. The background would also contain building outlines hinting of a city centre high street; this was to give a sense of environment to the design.
The people in the queue would also own, and have in their hand, either a Smart phone or a ‘dumb’ phone to represent the phone diversity of the queue. The Prinovis colours, blue and turquoise were also used as a design tactic to differentiate users and phones.
The tagline ‘Increase Loyalty -Drive Footfall – Develop Your Customer Database’ was added to provide a clear message, directed at the retail store representatives, alerting them to the fact that Mobile couponing could increase the sales of their retail outlets.
In addition to the exhibition stand design, the Prinovis motion graphics video was also showcasing on a television screen and tablet. Although the design concept looks generally quite straight forward, the narrative is quite complex which gives a charming contrast to the overall project. Both projects were created within the same timescale.
Studiowide graphic design team and animation team collaborated in order to ensure these projects remained consistent. Working closely with the client via group meetings, phone calls and email, ensured the project was completed, printed and ready for the trade show on schedule.