The creative agency has helped launch an interactive POS campaign in the UK for Nestlé’s Quality Street.
Anthem leveraged London-based Projection Artworks’s DisplayMapper technology to bring existing store shelving to life with animations and real-time data.
The interactive POS features lights and multi-themed displays to catch the attention of shoppers.
It combines daylight-visible projections and 3D mapping software.
The content, created by Anthem specifically for Nestlé for this new technology, amplified seasonal in-store advertising campaign for its Quality Street brand in 10 Asda stores nationwide.
Initial results have shown a significant return on investment for both Nestlé and Asda.
The stores have reported a 41% lift in sales of Nestlé’s Quality Street compared to other stores, with the best performing product categories located closest to projection units.
Rob Hollands, director of brand experience at Anthem, said the agency was aware of the challenges inherent in engaging consumers within the store aisle.
“We’re thrilled to lead this genuine and exciting innovation to give brands a new space to tell their story and to deliver a truly ‘connected aisle’. The results speak for themselves. Interactive in-aisle advertising not only drives consumer engagement, it drives brand performance, delivering top-line growth to the business.”
Asda’s general store manager, Great Bridge said: “This technology is incredibly innovative and takes POS displays to a new level. We’ve had a positive response from customers who are stopping to take a good look. It’s providing a whole new way of active selling.”
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