With their Barefoot Roadshow, the POS expert qualified as the only German agency among the 61 finalists for the European IMC Awards. Winning the silver award in the category “Retail or Trade Marketing”, STEIN has now also successfully prevailed against foreign competition.
Hamburg, December 15, 2015 – With the silver award at the IMC European Awards the Barefoot Roadshow has now received the second award this year. In September the POS expert has already won gold at the POSMA Awards in Germany and thus qualified themselves for the IMC Award organised by the European Association of Communications Agencies (EACA).
With the silver award at the IMC European Awards STEIN as the only German finalist successfully stood up to 61 renowned competitors in form of 27 agencies from eight countries. The award consolidates STEIN’s role as one of the leading POS experts. With its range of services STEIN accompanies all relevant sales services – from the customer journey through the sell-in to clearance – thus mastering all shopper-relevant disciplines.
With the Barefoot road show 2014 under the motto “California lifestyle” and by means of a pop-up store concept with integrated VR-technology STEIN has realised an extraordinary wine tasting that perfectly matches the Barefoot brand. Thanks to STEIN’s tailor-made approach Barefoot clearly stood out in a highly competitive environment of classic food-tastings and wine sampling. The combination of an atmospheric promotion area with its beach look and modern video technology created an unmistakable brand experience at the POS that catered to all senses: during the wine tasting the consumer was invited to watch a specially created mood film for any Barefoot product while leaning back and relaxing in a deck chair. The result: measurable effects for product and brand awareness as well as a significant sales uplift. Plus trade benefits that lead permanent listings in food retailing. Overall, the national promotion generated more than 50,000 product contacts as well as a sales uplift of 35 per cent.
Lars Roisch, Managing Director STEIN: „We are very happy that we have been able to qualify at the IMC Awards with our Barefoot Roadshow after already winning the POSMA Awards! This double award shows our high POS expertise. We know what we need to do to ensure that the product ends up in the consumers’ shopping cart and thus deliver measurable results for our clients – and apparently also for renowned juries at home and abroad!”