CREATIVE GUIDELINES

If you would like the full PDF version of the Creative Guidelines, please contact TorchMedia on 1300 887 450.

Great creative is essential to get the best results from Shopper Media.

If the creative fails to communicate a clear message or engage the shopper, the impact of Shopper Media is dramatically reduced.

Each media environment has a different role to play for advertisers. As such, your message needs to be tailored specifically to its environment.

Shopper Media is not the same as traditional ATL media.

TV, Print, Online = Brand Equity

Shopper Media = Brand Recall and Sales Activation

Creative executions in the retail space must be geared towards brand recall and capitalising on the traditional media mix.When it all comes together at the point of purchase, the shopper will have no choice but to pick your product from the shelf.

What Makes Great Shopper Media Creative?

The key attributes of effective creative inthe retail environment:

Leverages the environment
Clear product shot
Information rather than aspiration
Simple message
Sense of urgency
Provides a clear solution
Call-to-action (why should I buy thisproduct)

Floor Media

Floor Media is positioned directly in front of product and hence provides an excellent opportunity to trigger recall and influence brand choice. Die-cut options allow for unique creative executions,which should be used to exploit the shopping environment and maximise break-through.

Creative use of colour and perspective provides impact. As with out-of-home media, bright contrasting colours stand out and break through the clutter. Large format provides a canvas that can effectively extend the advertising message used in above the line channels. Break through the clutter of competing products and draw maximum attention to your brand. Trigger recall and remind people to buy.

Use 3D graphics and optical illusions to drive interest and interaction.

Shelf Media

Shelf Media is used to guide shopper product choice, and is effective in categories where there are a number of different brands. Eye-catching placement calls attention to your brand, adjacent to its positioning. When using shelf media, provide a reason to consider your brand, help shoppers identify new product lines. Shelf Media is two-sided, offering the opportunity to maximise interaction with shoppers from every angle – through communicating two flavour variants, for example, or using two different creative executions entirely.

Take Media

Take provides an interactive option that continues the connection with shoppers after they leave the store. Take reinforces advertised brands and is ideal for recipes, inspirational ideas on product usage and educational content – such as nutritional information. 67% of people “prefer advertising which gives information”.*
Creative can also encourage interaction by targeting the senses, through innovations such as scratch and sniff. Encourage interaction with a touch and feel element.
* (Source: Nielsen Media Research, 2007).

Freezer Media

Freezer decals provide advertisers with a means of standing out from competitors and influencing shoppers at the moment of purchase decision. Bold and contrasting colours help the communiction stand out against the freezer door and attract attention to the brand.
A product shot and a clearly stated benefit work to entice shoppers. Remove the barrier between shoppers and your product - keep it simple and entice shoppers to open the freezer door.

Shopperscapes

Shopperscapes are large format landscape posters, situated at car parks in metro and regional shopping centres.
If used correctly, they provide the essential touchpoint between the home and the point of purchase. The uncluttered car park environment provides the ideal place to remind shoppers of your branding.
Creative should focus on the product, particularly if you are promoting a new line or variant. As it is large format, the execution should be visual rather than informational.

Scrolling TorchLites

Avoid multiple confusing messages - it’s not a magazine print ad.
Use strong prominent product shots or brand cue.
Rules of out-of-home colour contrast and legibility apply. Exposure length and speed enables more detailed executions than street furniture. Given proximity to point of purchase, call to action is essential.

Digital DFO

Direct factory outlets are attracting an increasing number of shoppers who are on the lookout for bargains.
Depending on whether the advertisement is a branding execution or promoting a special, flash technology should be used to either highlight the brand or to catch the shopper’s eye with a clear product shot and price.
Unique animation enhances cut-through.

BWS Digital Screens

Liquor shoppers typically only spend a few minutes in-store so it is vital to capture their attention with your creative.
Screens are perfectly positioned to catch the shopper’s eye, and digital technology opens up a multitude of options for animated advertisements.
Ensure that your product is the focus so that shoppers link your campaign to the bottle on the shelf or in the fridge.

Pharmacy Digital Screens

Demonstrating a clear benefit or solution is the key to effective creative in the pharmacy channel. Avoid displaying too much information, and ensure there is a call to action for the shopper.