Delivering for Disney
25th Jan 2010
On Saturday 23rd January Creation’s Retail Services Department dispatched merchandisers to 200 Asda stores nationwide on behalf of Disney as part of Asda’ ‘Big Read’ book campaign.
The brief for this campaign was for merchandisers to carry 500 leaflets into store along with a small piece of shelf stripping POS to be displayed during their visit. Merchandisers were then responsible for making contact with the Events Manager in-store, informing the Manager that they were visiting the store on behalf of Disney as part of the ‘Big Read’ campaign and briefing them on their visit. Merchandisers were then required to display the small piece of shelf stripping POS on the Disney ‘Big Read’ children’s book fixture in-store. The team were then allocated 2 hours to stand at the entrance of the store wearing an Asda/Disney branded ‘Big Read’ t-shirt and give competition literature to parents and children falling into the Disney age group (3-7 years old) detailing a £3 each or 2 for £5 Mix & Match offer running on children’s books in the seasonal aisle in-store as well as an exciting competition giving a lucky winner the opportunity of having a Disney Channel star to come and read a Disney story to them and their friends at their home.
The outcome – 100% store coverage, increased customer awareness of the ‘Big Read’ event as well as increased traffic/sales generated for the campaign in-store.
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Published by
Elliot Cole, Tactical Services Manager
elliott.cole@creationagency.com, 07809 657090
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