Dalton Office Products’ Pilot Frixion builds on its successful Cinema and sampling campaign by claiming two awards at the 2008 annual POPAI ‘Marketing At Retail’ Award Contest.
POPAI (Point-of-Purchase Advertising International) hosts an annual contest to declare the best POP advertising in Australia and New Zealand. This year, Dalton Office Products had entries in two categories as an outcome of their Pilot Frixion campaign.
The in-store video displayed on screens in BigW claimed the gold in the ‘Digital & Interactive Media’ category. The Frixion pen counter display won a silver award in the ‘Services & Lifestyle Providers’ category.
Pilot Frixion is an erasable pen that was launched in July through cinema advertising coinciding with the release of the movie ‘Sex and the City’. Interactive sampling was carried out in the foyer before and afterwards. This overall campaign has lead to record sales and increased brand awareness.