Report • 12.10.2015

Golden POS-Marketing: Tasting wine with all senses

The POSMA Awards 2015 with successful marketing concepts

The Barefoot Roadshow: Every wine has its film
The Barefoot Roadshow: Every wine has its film
Source: Stein

Tasting wine in a different way: With the aim to enhance the popularity of the brand „Barefoot“ a promotion agency in Hamburg, Germany developed a special promotion concept which is quite different from usual food tastings.

It was the only campaign that won the Golden POSMA Award 2015 in the category Personal Promotion: the „Barefoot Roadshow 2014“ with the motto „California Lifestyle“ of the Stein Promotions GmbH. This pop-up store concept with multimedia elements led to a sales increase of 35 percent.

The customers could sit down in beach chairs and taste wine while watching different films for each sort of drink. With success: „We could measure a huge effect on product and brand awareness as well as for sales. Retailers were extremely interested,” says Sören Fischer, Business Director of Stein.

The roadshow reached over 50 food outlets on 87 days with 20,000 tastings and 50,000 contacts with products. During this time, 15,000 bottles of wine were being sold and retailers ordered more than 50,000 pieces.

With the Golden Award at POSMA the agency automatically got qualified for the Promotional Marketing Council of the European Association of Communication Agencies. Additionally to this award Stein also won two Bronze and two Silver decorations in different categories for following campaigns:

  • “Kleiner Keks – große Wirkung” (little cookie – big effect) for Nespresso
  • A design concept for the beer brand Astra of Carlsberg Deutschland GmbH
  • “Transparency into the dark” for ASUS Computer GmbH
  • “Fish where fishes are” for the Amazon.de GmbH

Lars Roisch, Managing Director of Stein, explains: “We are very delighted about receiving seven POSMA Awards. The wide range of the awarded projects shows our competence in all relevant retail disciplines. We exactly know the mechanism at the POS and what you have to do so that a product finally ends up in the customers shopping carts.”

Author: Natascha Mörs, iXtenso.com

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