Customized End Gondola with TV: An Eye-Catching Solution for Ultra Milk’s Promotional Campaign

Category
Case Study
Written by
Fanny Rahmasari
Published on
June 3, 2022

One of our clients, Ultra Milk, was planning to create an in-store promotional campaign to highlight their product range. Our team at Red Basket Indonesia developed a custom End Gondola equipped with a TV that plays their commercials.

One of our clients, Ultra Milk, was planning to create an in-store promotional campaign to highlight their product range. Our team at Red Basket Indonesia developed a custom End Gondola equipped with a TV that plays their commercials. We built, shipped, and installed it in all the selected Hypermart stores. This innovative solution grabs shoppers' attention and showcases their products in a dynamic and engaging way.

The Brief

Ultra Milk tasked us with creating an eye-catching end gondola that showcases the brand's entire product line in one place and draws attention to their in-store promotions.

The Solution

This custom-made end gondola was created by Red Basket Indonesia, our creative and production team. We added a TV to the top header of the gondola, which plays an advertisement spot with full audio, making it impossible to ignore. This means that customers are more likely to stop and look at what they have to offer.

However, there were several challenges that we had to consider before production began:

  1. The survey: Our team must conduct a survey to ensure that the customized end gondola can be implemented in the stores chosen by the client. Each store's end gondola must be precisely measured. So that the TV can be turned on, there must be power near the gondola. If the store does not meet the basic requirements for the installation of this customized end gondola, our team would need to make additional store recommendations and conduct additional surveys.
  2. The measurement: Because each End Gondola is unique, measurements must be precise and correct for each End Gondola. This also means that each store's end gondola design has its own final artwork. Customized end gondola is manufactured as a knock-down fixture that will be assembled in-store by Field Operations personnel. This means that each store's end gondola design and measurement must be precise and correct. Any measurement error would result in a faulty knock-down fixture that would need to be remanufactured, which could cause the End Gondola installation to be delayed.
  3. TV placement: TV placement: Our staff must measure to ensure that the TV is properly positioned in the end gondola. The TV must not fall or be firmly erected. An incorrectly positioned television will also cause the entire display to fail. As a result, it is critical that our team completes the precise task of erecting the TV in the final gondola.
  4. Experienced Staff:  Because this customized end gondola is a complex fixture that requires careful assembly, we employ highly trained staff who are familiar with the product and its installation requirements. Because it is a knock-down fixture, the assembly team must be skilled as well.
  5. Timeline: Because of its complexity and high customization, a customized end gondola requires a longer timeline than our standard fixtures. It can take 3-4 weeks per fixture from the initial store survey to creative and design development to production and installation. We must also allow for additional shipping and delivery days because this campaign would be be implemented in two cities outside of Jakarta.

Ultra Milk's End Gondolas were successfully implemented in 5 stores in Jakarta, Tangerang, Malang, and Surabaya for 6 cycles. During this campaign, two creative designs were used for two different campaigns: one for the Lebaran Festive Season and another for a new product launch.

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