For our foreign partners - official representatives of the Diesel brand - we carried out the adaptation of the brand to the Ukrainian market. Within the framework of this large-scale task, our team developed the concept of BTL promotion, the design of shop windows and printed image products, as well as the design of the shop’s retail space.
The main goal of our work was to loudly announce the opening of the flagship Diesel boutique in Kiev. For this, the BTL action format was best suited. This kind of promotion allows you to:
Recent marketing trends suggest that any promotional displays become more effective the less consumers perceive them as advertising. BTL-actions just refer to the type of native or disguised advertising. A properly organized event of this kind should, using the minimum budget, maximally bring potential clients closer to the company's products or services.
In order to make Diesel store opening in the shopping mall noticeable for customers, we organized a party in the shopping area in the Kinoproby theme.
We invited celebrities, among which 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 along the red carpet and feel like the stars of a big movie. We also organized a buffet with an emphasis on American cuisine - in the center were mini-burgers and other treats.
Development of advertising campaigns
To use one channel of communication or one way of promotion is not enough for effective interaction with consumers. Therefore, we decided, in addition to the promotional event, to launch an advertising campaign under the slogan “We are connected # Diesel reloading” and “# Diesel maximum”. The basis of the design layout were conceptual visuals, on which young and bright young men and women appeared in the brand's clothes. We placed the conceptual graphics on bigboards, brandwalls, citylights, printed image products, as well as on the windows and in the interior of the brand’s stores.
After developing the concept of the event, ways of advertising it and attracting the audience, we started to design the location where it will be held - the Diesel store itself.
A showcase is the first thing that a customer sees from a store's design. It forms the image of a retail brand and informs potential customers about the positioning of the brand. The main purpose of window dressing is to attract customers and make them want to go to the store. To do this, as part of the exhibition, along with the actual images created from brand clothes, we placed visuals from an advertising campaign.
For Diesel, our team also designed the interior design and design of the store itself. We sought to create a holistic space in which every element - from racks for product placement and the principle of display to shelftalkers and clothing tags - will convey the spirit of the brand. As well as helping customers to get acquainted with the collection of the brand and determine the choice of things.
When designing the retail space, we took into account the principles of zoning, the direction of movement of visitors and priority goods for sale.
Worked with color and lighting. Such a design, thought out to the smallest detail and made in accordance with the latest marketing and merchandising trends, will contribute to the growth of loyal customers and strengthen their loyalty. And this is subsequently converted into sales growth and strengthening of brand positions.
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