> THE latest news, INSIGHTs and campaigns
Tpi Go Behind The Scenes With Goosebump Also this month: TPI Spy takes a look at what’s in store.
Vol 2 Issue 5. May 2015
Thirsty for Fresh Design?
Branding on the Beach
Mai Tai TPI on the rocks
Fonthill IceD Tea
Concepts, designs and a hint of lime. Lovingly created with a perfect sense of style.
Let your creative juices flow with a refreshing mix of creativity, dynamic thinking and innovation.
Quench your thirst for in-store theatre and point of sale with the ultimate cocktail of design expertise.
Clever Customer Communications / 01 408 9222 / www.tpi.ie
Contents
RBTE 2015 London Tap Blog NaturaLife Augmented Reality Denny Case Study Xilinx What’s New TPI Spy 20 Questions Around The World
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Naturalife
Naturalife TPI’s dedicated design team work on some of the country’s leading organisations on a daily basis. Projects vary from creating brand identities & conceptual design to the reworking of artwork assets. Naturalife is Ireland’s leading supplier of natural supplements including Udo’s. They recently launched a campaign fronted by Louth native and TV personality Caroline Morehan. Caroline Morahan became a regular on our screens, hosting gigs on shows such as The Fame Game, Off the Rails, The Podge and Rodge Show and Chance to Dance.
The TPI design team handled the design on the campaign by reworking and creating conceptual artwork to fit the media space bought by Naturalife. The rollout included Adshel bus shelters, 48 Sheet billboards, Irish Independent print ads and much more mainstream media outlets. An innovative roll out was the printing of campaign artwork on Udo’s boxes, which were produced by The Printed Image. The project demonstrates TPI’s range of communication outlets, the flexibility of TPI’s suite of services and the skill-set of TPI’s design team. With a team of over 6 graphic designers, in a dedicated studio, TPI Design can project your brand in an effective manner.
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TpI specialise in delivering projects such as the above. don’t hesitate in getting in touch with your TpI representative for information or ideas on any of the formats showcased. 6
Page 12-13
Our Imagi-Nation How do you read yours?
“ That ’s
Me”!!!!
ffee break Taking a co
Feeling a bit shy “I designed that!” - Brendan
Enjoying your Imagine? Email your pic to be featured here and WIN a prize! Email marketing@tpi.ie 3
TAP on Tour
RBTE 2015 London
(Retail Business Technology Expo) As the name suggests, the retail expo had an abundance of new digital solutions, however our focus was to a take a fresh look on materiality and trends. Peter and Brendan from TAP were joined by Alex Hanlon from Musgrave in light of their ongoing development work for the SuperValu stores
heritage. Metro tiles are everywhere and the trend looks like continuing for a few more years yet.
Amongst the key observations was the steadily growing appeal of ‘contemporary artisan’. Evolving the traditional aesthetic of wood cladding, chalkboards and tiling, this trend combines them with blocks of vibrant colour and more industrial textures like concrete to create an immediate, robust presence.
This maximises the appeal of in store theatre rather than over-indulging on value or promotional messaging. This links with the movement of retailers enhancing the ambiance of their stores as consumers begin to shop by experience more than price.
Exposed fixtures and reclaimed or distressed wood lend a rustic tone to interiors but are best used in smaller touch points to create a real point of intimacy with the consumer. Overuse of reclaimed wood tends to create a sense of false
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Supermarket shop-fronts are leaning towards more open window displays that allow for a clearer line of sight into the store.
Whilst in London, we took the opportunity to check out some of the key food retailers that are leading the way in store theatre and communication hierarchy namely Wholefoods, Fortnum & Mason, M&S, Selfridges alongside some innovative cafes and delis.
TAP Case Study St. Vincent’s Private Hospital DESIGN AND FIT OUT OF CANTEEN AREA AT ST. VINCENT’S PRIVATE HOSPITAL
TAP were approached by SVPH to reinvigorate their canteen offer and increase appeal to both staff and customers. Ease of customer navigation and clear identification of the categories available were intrinsic to the project.
Acknowledging the minimalist interior and high end fixtures present on site, we developed a simple and robust suite of iconography colour coded, they readily identify the food offers and develop a personality for the area.
The refresh has been received very positively with management noting an increase in sales within the first week. Yvonne Byrne, Catering Manager at SVPH, is very happy with the outcome and looks forward to working with TAP on the next refresh for their cafe. Stay tuned!
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Naturalife
Naturalife TPI’s dedicated design team work on some of the country’s leading organisations on a daily basis. Projects vary from creating brand identities & conceptual design to the reworking of artwork assets. Naturalife is Ireland’s leading supplier of natural supplements including Udo’s. They recently launched a campaign fronted by Louth native and TV personality Caroline Morehan. Caroline Morahan became a regular on our screens, hosting gigs on shows such as The Fame Game, Off the Rails, The Podge and Rodge Show and Chance to Dance. The TPI design team handled the design on the campaign by reworking and creating conceptual
artwork to fit the media space bought by Naturalife. The rollout included Dublin Bus T sides, Luas Portrait Panels and Bus Eireann City Impacts. Print ads were also created and featured in The Irish Independent, RTE Guide, Image and Tatler magazine. An innovative roll out was the printing of campaign artwork on Udo’s boxes, which were produced by The Printed Image. The project demonstrates TPI’s range of communication outlets, the flexibility of TPI’s suite of services and the skill-set of TPI’s design team. With a team of over 6 graphic designers, in a dedicated studio, TPI Design can project your brand in an effective manner.
TPI specialise in delivering projects such as the above. Don’t hesitate in getting in touch with your TPI representative for information or ideas on any of the formats showcased. 6
Guest Article
Augmented Reality – Where are we now? By Cathal O’Reilly,
Marketing Executive, TPI
The term augmented reality is one which has gradually crept into the world of marketing in recent years, threatening to explode and take the market by storm. For some reason however that threat has failed to materialise. Whether or not the concept will reach its full potential remains to be seen, but for the purpose of this article I intend on exploring the success or lack of, a little deeper.
augmented personalised message with the sales team phone number appearing as a call to action.
The official definition of Augmented Reality (AR) is “a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics.” There are many different forms of AR with the complexity ranging from scanning a poster with your phone to augmented visuals appearing in real life scenario’s (e.g. the TV programme ‘The Cube’)
Why isn’t the demand there? There needs to be a high incentive for customer’s to interact with these advertisements. The novelty of witnessing such technology wears off quite quickly.
Brands no longer wish to convey their messages in a direct “We talk, You listen” manner. More and more we see brands running competitions, requesting feedback and almost creating social communities, in order to entice individuals to interact. Building relationships with customers is now an essential aspect of marketing. AR can however be expensive, while this works well in larger markets where budgets are bulkier, this is not the case in Ireland. Maybe over time, as technology becomes cheaper, more opportunities will open up in the Irish market. AR could work for TPI on promotional merchandise; whereby those who receive promotional merchandise are able to scan the packaging via an app, to reveal an
Just because the technology is present however does not mean the demand is there for the process. Until this happens, we won’t witness the true potential of augmented reality.
1. “What’s in it for me?” Why would somebody wish to interact with an ad when all the user receives is direction to their Facebook page? Consumers want value. Consumers want competitions. Consumers want excitement! 2. Lack of Knowledge Another point that I think is playing a major role in the Irish market is the lack of knowledge, not only of Augmented Reality, but also the different types available. 3. Barriers to Engagement Users firstly have to download an app before they can engage with the technology. This is just another hurdle to stop the user appreciating it. It needs to be made easier. The technology is fantastic no doubt, but will it work for advertisers in Ireland? The next couple of years will be testing but with the pace that both advertising and technology are moving at, who knows where this space will be in a couple of years.
THREE CLEVER WAYS TO INTEGRATE AUGMENTED REALITY IBM App Research by IBM showed that 58% of consumers want to get product information in-store before a purchase, and that 19% of customers will browse mobile devices whilst shopping. To address this consumer need, IBM launched their AR app. Acting like a personal shopper, it uses augmented reality technology to provide shoppers with personalised information whilst browsing the shelves.
IKEA AR Catalogue IKEA launched their augmented reality brochure to enable shoppers to visualise how certain pieces of furniture would look inside their home. The app measures the size of the products against the surrounding room to offer the perfect comparison tool.
American Apparel Colour-Changing App American Apparel is renowned for their colourful product collections, so they turned to augmented reality to make finding the perfect product in the right colour easier than ever before. Customers were encouraged to scan the product in store and then once the item popped up on their mobile, they could simply view the piece of clothing in different colours before purchasing.
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Denny Case Study
Goosebump: Denny Fire & Smoke Have you seen the recent Point of Sale displays Goosebump designed and created for Denny’s new Fire & Smoke range? TPI were delighted to put our skills and expertise to good use to help Goosebump realise their vision for this exciting new product. Goosebump approached TPI to aid them in the implementation of this project. From there, TPI worked closely with TAP creations (part of the TPI Offering) for the roll out. The range of cooked meats was inspired by the brand’s love of authentic fire-grilling, a popular tradition in the USA. Slow cooked and smoked over oak wood chips, the Fire & Smoke range is sure to inspire fellow meat lovers to get all fired up. The passion behind this creation needed to be incorporated into the Point of Sale display, and Goosebump were determined to capture this spirit. They created a range of displays designed to make this passion clearly visible to shoppers. TPI’s Account
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Manager and members from the Structural and Design team helped Goosebump make this vision a reality. The theme of the project was to give the illusion of an all American, fire-grilling BBQ. This was all to be designed whilst incorporating any in-store restrictions. Once these were outlined, the design team set about adapting Goosebump’s artwork to ensure everything fitted into place, while using movement and light to stand out more, especially in the challenging Chilled Aisle. Battery-operated lights were used to enhance the appearance of the flames and ensure stand out. Branded header and floor graphics were combined with rotating aisle fins and wood-like bases to attract consumers and convey the concept behind Fire & Smoke.
Denny Case Study
TPI were excited to help Goosebump in delivering such an innovative project. Don’t hesitate to get in touch with your TPI Representative for more information.
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Premiums
Xilinx
Delivering a generation ahead Xilinx is the world’s leading provider of All Programmable FPGAs, SoCs and 3D ICs. These industry-leading devices are coupled with a nextgeneration design environment and IP to serve a broad range of customer needs, from programmable logic to programmable systems integration. The organisation which was founded in 1984 has now progressed to possessing 50% of the market share, with over 3,500 patents and 60 industry firsts. The company is renowned for its admirable achievements including the introduction of the first FPGA model onto the market. Xilinx have been a client of TPI for a number of years.
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We understand they require superior merchandise to reflect their success and to communicate their sophistication and professionalism. When they enquired to replenish their promotional merchandise stock the TPI Premiums team took into account what they want to convey. We worked with the client and assess what was successful in the past and what the requirements of the future were. Together we decided on high end practical items. Some, such as the stylus pen, combined practicality with current trends and IT lead twists.
Branded Merchandise
Branded Sweets
- lollipops, flowpack sweets Sweets and lollipops branded or themed to your unique design, always work great as a promotional tool. Sweetness is associated with the feeling of pleasure and well being. What better way to associate your brand or business. Popular at events and exhibitions, a great way to treat and wow your customers or staff Leadtime – 4 weeks
Golf Umbrellas Got a golf event coming up and want to impress your clients? Gift them with a quality golf umbrella for the golfing season. We have a fantastic range of golf umbrellas – there’s one to suit all budgets! Put your logo on one panel, four or even eight, to ensure your logo is seen by all on the golf course Minimum Order Quantity 25. Available in a range of colours Leadtime - 2 to 3 weeks
Branded Flip Flops Summer is almost here! Do you have a competition or an event coming up and have been looking for some sunshine give-aways? Look no further, give us a ring and we will pop your logo or message onto a bright pair of flip flops. A great way to get your brand out there! Available in 5 colours.
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TPI Spy
TPI Spy Here at TPI we’ve been playing a game of in store Ispy.... .........have a look at what we spotted Please note that TPI did not produce all the work pictured and we are only providing a snapshot of what looks good in trade. Spotted In Tesco Clarehall
Well done to all involved....
Spotted In SuperValu Lucan
LUcozade
JAMESON
Spotted In SuperValu Lucan
SPRITE Please note that TPI did not necessarily complete this work and are only providing a snapshot of what’s in trade
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TPI Spy
Spotted In SuperValu Lucan
Spotted In Boots Spotted In SuperValu Lucan
Vichy dolmio supervalu
Spotted In Tesco Clarehall
DEEP RIVERROCK
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Get to know
20 “
Curious, creative people inspire me....
”
Questions Amanda Longmore, Director of Operations What makes you happy? Bedtime cuddles with my little ‘un (#myboymyjoy) What makes you sad? Anything to do with injustice or cruelty to the more vulnerable in our society. Look after our past, future and nature as without them we are nothing. What is the last piece of music you bought? Oh it’s been a while…...Adele! What was the last holiday you were on? Inchydoney = Bliss! A film that you would recommend? Movies with meaningful messages which after watching become a part of your life…. Everything from Forrest Gump, The Bucket List, The Pursuit of Happyness to The Lion King and UP! Favourite phrase? In work: “Right not rushed” In life: “Better to arrive late than to arrive ugly” (It’s my excuse for my bad time-keeping and I’m sticking to it!) Your favourite gadget? Most dependent on iPhone but we have a love/hate relationship. A Nutribullet a must for any health conscious kitchen. Your childhood hero? My granda! 3 guests at a dinner party. Who are they? My dad, my friend Jaki, my granny – all heaven sent. Best advice you’ve heard? ‘Happiness is a state of mind, not a result of circumstances’.
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Favourite meal? Oh for the love of food go I…..... I never play favourites with food. Why limit yourself. What’s your favourite car? I’m a SUV kinda girl so would have to be a Range Rover Sport. White. Who was your first crush? My Geography Teacher (cringe!) What are your favourite hobbies? Shopping, travelling, gardening and chillin’ Favourite time of the week? When chasing the clock stops Saturday morning chillin’ Best way to spend your annual leave? Holidays with family. The Camino de Santiago is on my bucket list so that would be one exception as would want to do solo. Any hidden talents? Does making a mean blue cheese dip count?? I’m pretty good at trolley dashes too – needs must. Most memorable TPI moment? People make TPI memorable to me and there are too many good ones to mention. Curious, creative people inspire me and we’ve had our fair share of them. Most embarrassing TPI moment? It could be the time my boss pointed out the baby burp on my shoulder or perhaps my first day…. answering the phone ‘The Printing Image’…..to the boss. None too happy but hey I’ve lived to tell the tale…
Global Inspiration
Around the World!! Inspiration from some other parts of the globe IKEA: Assembly Fail IKEA furniture is actually not all that hard to assemble. But as everyone knows, you can easily mix up some of the parts and end up putting it all together back to front. It can happen to anyone. Even billposters, so it would seem.
Dulux: Colourless Future - Country: England “What if everything would be colourless?” That’s the question that Dulux, a paint brand asked themselves. A fully integrated campaign have been launched and makes you wonder about that question. BBH London also created some powerful print ads and sent a troupe of colourless commuters around London dressed head-to-toe in white.
LG: 4mm Where: The Nordic Countries / Northern Europe When LG launched their new OLED-TV, the world’s largest and slimmest TV, they wanted to do something special. The unique product demonstration and media placement was published on the spine of leading Nordic hifi magazine “Sound & Vision” and quickly attracted attention of over 500 technology sites and blogs around the world, which in turn generated a large spread in social media and truly emphasizing the LG Electronics tag-line: “It’s All Possible”
Actual real-size thickness of 4mm!!
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Dates For Your Diary
Date
Event
June
1st
Flora Women’s Mini Marathon
June
13th
Euro 2015 Qualifiers Republic of Ireland v Scotland
Aviva Stadium
June
20th
The Script
Croke Park
June
21st
Father’s Day
June – July
29th – 12th
Wimbledon Tennis Tournament
July
9th - 12th
Dun Laoghaire Regatta
July – August
22nd – 1st
The Bodyguard
July – Aug
27th – 2nd
Galway Races Summer Festival
August
3rd
August Bank Holiday
September
4th
Euro 2016 Qualifiers Gibraltar v Republic of Ireland
Victoria Stadium
September
4th - 6th
Electric Picnic
Stradbally, Co Laois
September
7th
Euro 2016 Qualifiers Republic of Ireland v Georgia
Aviva Stadium
September
12th
Kinsale Shark Awards
Kinsale
September
19th
Rugby World Cup Ireland v Americas 1
Millennium Stadium
September
22nd – 25th
National Ploughing Championships
Ratheniska, Co Laois
September
27th
Rugby World Cup Ireland v Europe 2
Wembley Stadium
October
4th
Rugby World Cup Ireland v Italy
Olympic Stadium
October
8th
Euro 2016 Qualifiers Republic of Ireland v Germany
Aviva Stadium
October
11th
Euro 2016 Qualifiers Poland v Republic of Ireland
National Stadium, Warsaw
October
11th
Rugby World Cup France v Ireland
Millennium Stadium
October
26th
Dublin Marathon
October
26th
October Bank Holiday
October
31st
Halloween
October
31st
Rugby World Cup Final
November
6th – 15th *(tbc)
Cork Film Festival
December
24th
Christmas Eve
December
25th
Christmas Day
December
26th – 29th
Leopardstown Christmas Festival
December
26th
St Stephen’s Day Bank Holiday
Contact “TPI for ideas on how to target these events.”
Clever Customer Communications / 01 408 9222 / www.tpi.ie
VeNue
Bord Gáis Energy Theatre
Twickenham Stadium
Leopardstown Racecourse
*(tbc) to be confirmed at time of print
EVENT GUIDE
Month