Gratterpalm reaches fever pitch as new Asda campaign scores
Posted by: Gratterpalm
Date added: Fri 25 Jun 2010
As the ‘Official Retailer’ for the Fifa World Cup 2010, Asda and Wal-Mart wanted to create a ‘one stop shop’ where football-fanatics could walk into a store and get all their essential party supplies under one roof, whether fans are hosting a little gathering or a full on World Cup house party.
Being the official retail sponsor and a stockist of Fifa 2010 licensed products, Asda wanted to create a campaign that would reflect this unique partnership and celebrate the South Africa event.
Gordon Bethell, managing director of Gratterpalm, said: “Asda had big aspirations when they approached us with the World Cup brief as it’s a principal event on the same scale as the festive period. Like Christmas, Asda wanted the World Cup party theme to encompass all areas of its stores.
“‘Big sporting event’ house parties have grown in popularity and Asda wanted to make entertaining as easy as possible by offering customers a one stop shop destination. The retailer also wanted to capture the excitement of 32 countries battling it out for football's most prized trophy, which was a fundamental part of our brief, and is where the ‘Love the Game’ slogan derived from.”
Gratterpalm designed navigational hanging signs to drive footfall to the seasonal aisle and decorated these cut outs with images of cheering, face-painted fans and exploding ticker tape to encapsulate the celebratory ‘party’ atmosphere to bring the game to life. The focal point is a giant football net hanging above the seasonal isle with dangling footballs to epitomise the World Cup.
To evoke national patriotism, St. George bunting is strewn around stores and Gratterpalm carefully selected striking imagery and photography of fans on all display stands. The advertising agency also designed country-specific point of sales to tailor for stores in Scotland, Northern Ireland and Wales, and international flags to represent World Cup unity.
Keen to incorporate Asda’s strong family values, Gratterpalm created an interactive floor sticker running the full length of the seasonal shopping aisle to engage young people. Here, children can partake in a mini-warm up session just like the boys in South Africa.
To maximize impact and return on investment, Asda approached two of its biggest suppliers; Coke, Carlsberg and PepsiCo, to sponsor the sticker scheme and take individual sponsored bays.
“We suggested that it would be great to create a football pitch mock-up with hoarding boards around the edges and when Asda informed us of Coke, Carlsberg and PepsiCo sponsorship we took this into consideration and incorporated it into the design of the floor sticker. It’s been a real success and the children don’t want to leave the aisle once they’ve had a kick about!”
Steph Hughes, head of events marketing at Asda house, said: “Gratterpalm has really brought the World Cup to life with this creative. As soon as you step into an Asda store, you’re faced with a sea of red and white and a plethora of cheering fans and football nets which symbolises the game.”
“The choice of imagery automatically gets shoppers in the party mood and Gratterpalm’s suggestion to implement an interactive floor sticker ensures that it’s not just parents who are encouraged to ‘Love the Game!’
“The World Cup only happens every four years and is watched by billions worldwide. Asda wanted to create the biggest party around and Gratterpalm has been a true team player making this happen.”
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