For our foreign partners – the official representatives of the Diesel brand – we adapted the brand according to the demands and peculiarities of the Ukrainian market. As part of this large-scale task, our team developed the concept of BTL-promotion, the window displays design, and printed brand products, as well as the design of the retail space of the store.
The main purpose of our work was to loudly announce the opening of the flagship Diesel boutique in Kyiv. The BTL-event format was the best option to reach the given aim. This type of promotion allows:
Recent trends in marketing suggest that any promotional manifestations become more effective with the fewer consumers perceive them as advertising. The BTL-events, in fact, is the kind of disguised advertising. A properly organized event of this kind should, involving a minimal budget, to bring together potential customers with the goods or services of the company to the highest possible extent.
Promotional event concept
In order to make the opening of the Diesel store in the shopping mall noticeable for buyers, we organized a “screen test” themed party in the shopping space.
We invited celebrities, among whom were: musician Dmitry Shurov (Pianoboy), showman and singer Kolya Serga, TV presenter Katya Osadchaya, chef and TV presenter Hector Jimenez-Bravo. All guests were invited to walk the red carpet and feel like the stars of a big movie. We also organized a buffet with an emphasis on American cuisine – there were mini-burgers and other treats in the center.
Development of advertising campaigns
Using one channel of communication or one way of promotion is not enough for effective interaction with consumers. Therefore, we decided to launch an advertising campaign under the slogan "We are connected #dieselreloading" and "#diesel maximum" in addition to the promotional event. The conceptual visuals made a basis of the design layout, where young and bright boys and girls appeared in the clothes of the brand. We have placed the conceptual graphics on billboards, brand walls, city lights, print image products, as well as at the window displays and the interior of the brand's stores.
After developing the concept of the event, the means of advertising and audience attraction, we started to design the location of the event – the Diesel store itself.
The window display is the first element of the store’s design that is noticed by a customer. It forms the image of the retail brand and informs potential customers about the brand positioning. The main purpose of a window display is to attract customers and make them want to go to the store. For this purpose, we have placed visuals from the advertising campaign together with the actual images created from the brand clothes.
Our team also carried out the project and the interior design of the Diesel store itself. We sought to create a holistic space in which every element – from stands for product placement and the arrangement of the products to shelf talkers and labels on the clothes – to convey the spirit of the brand. Every element was designed to help customers to get acquainted with the collection of the brand and to choose things.
In the design of the trading space, we took into account the principles of zoning, the direction of movement of the visitors and the top-priority goods.
We also worked with color and lighting. This design, thought out to the smallest detail and made in accordance with the latest trends in marketing and merchandising, will contribute to the growth of regular customers and strengthen their loyalty. And loyalty, in its turn, is subsequently converted into sales growth and strengthening of the brand's position.
Are you ready to lead in your niche?
Let's discuss the real prospects for the development of your business!