Tpi Go Behind The Scenes With Goosebump

> 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
4
5
6
7
8-9
10
11
12 - 13
14
15
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.
Page 6
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
4
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!
5
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.
7
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
8
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.
9
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.
10
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.
11
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
12
TPI Spy
Spotted In
SuperValu
Lucan
Spotted In
Boots
Spotted In
SuperValu
Lucan
Vichy dolmio supervalu
Spotted In
Tesco
Clarehall
DEEP RIVERROCK
13
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’.
14
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!!
15
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