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38 INNOVATIONS


KIT KAT LAUNCHES ADVANCED OUTDOOR


NEW ONLINE RETAIL


CAMPAIGN The UK’s largest near-field communications (NFC) technology enabled digital out- of-home campaign has integrated quick response (QR) codes and social networking for brand owner Nestlé


Kit Kat’s “We Will Find You” promotion recently distributed six chocolate bars fitted with a GPS tracker, which were activated when a consumer notified organisers that they had found a winning bar.This activated a GPS device, dispatching a team to deliver a £10,000 prize directly to the winner. Three thousand ‘6-sheet’ posters were fitted with NFC/QR touchpoints, directing users to live competition updates and an opportunity to enter a secondary competition with an on-pack code via Facebook.Smartphone interactions were taken to a promotional mobile landing page, offering updates on how many GPS were bars left. Posterscope,Mindshare, JWT and Pragmatica, delivered the campaign with JCDecaux,Clear Channel and Primesight.


www.jcdecaux.co.uk


PACKAGING LAUNCHED BBC apprentice candidate introduces innovating packaging solution to improve


online retail fulfilment A new form of online retail packaging, called BoxGarment, has recently been launched by 2012 BBC Apprentice candidate,Stephen Brady. The recyclable self-erecting box is designed to provide retailers with a streamlined and efficient fulfilment solution that does not require tape or fixings.Manufactured within all parcel carrier dimensions, it allows for the repeated despatch and return of multiple types of item within a single branded box to reduce costs and consolidate orders. “With BoxGarment delicate garments arrive in pristine


condition, undamaged or creased, and ready to wear,” said Brady. “Generally speaking, that doesn’t happen online. So, in addition to economic and environmental efficiencies, BoxGarment has specifically been designed to inject those levels of High street presentation and customer service back into retail online.” ComScore research recently cited ‘improving ease of product


returns/exchanges’ as the biggest area of potential improvement for online retailers.


www.facebook.com/BoxGarment FOOTFALL DISPLAY POWERS UNIQLO PROMOTION


Fashion retailer appoints creative agency to harness passing footfall and power HEATTECH store windows


Uniqlo has appointed BD Network for an experiential campaign that will use the public’s footsteps to power displays at its two flagship London stores during October. The promotion aims to drive footfall and create awareness of the Uniqlo HEATTECH clothing range that uses a Japanese developed heat-capturing fabric.


RETAIL TECHNOLOGY SEPTEMBER/OCTOBER 2012


The campaign uses a special ‘Heat Spot’ floor surface that harvests kinetic energy from the impact of people stepping on them and delivers bursts of energy to the stores’ windows and HEATTECH displays. Heat Spots will also be installed at high


traffic areas across London.These will capture ‘social heat’ and ‘transfer’ it via social media to the store HEATTECH displays.


Sarah Walton, Uniqlo UK marketing


manager, commented: “They [BD Network] started by thinking about our shopper and how to enhance their instore experience.Then they added an exciting innovative and creative layer to deliver brand engagement about HEATTECH in a really immersive and visually arresting way.” www.bd-ntwk.com


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