The FMBE Awards: Most Effective Stand/Display Unit

This was a tricky category to judge with 5 contenders that the judges really rated. Hopper’s stand for Affinity Water survived in the mix for a while – the giant bathtub had so clearly been a headline grabbing factor in its other category wins, but these four were saw the clearest and most accountable correlation between the stand and campaigns that celebrated success against multiple KPIs.

BRONZE The Circle Agency – Costa Coffee

A stand entry made up of two units – a van and a pod style trailer – that Costa uses severally and independently. These impressed by hitting the sweet spot for a brand activation team that want to run the coffee machines at any remote location for a variety of promotional events, without just looking like a standard coffee refreshments van.

Judges loved the hard-working schedule that showed the brand’s belief in and commitment to event sampling, and the promise to continue and expand the process.

BRONZE REL Field Marketing – Weetabix

The Caffe Latte WOW Display is the latest in a proud heritage of WOW Displays deployed by this industrious field team.

This one was deployed at depots by the wholesale team in an entry that showed very precisely the direct correlation between an eye-catching display and cases sold – helping Weetabix On the Go to gain real traction for Caffe Latte.

SILVER Backlash  – Space NK

The effectiveness of this clever use of the PromoCube product for this tour had already triumphed in our Small Scale category.

Of the stand the entry told us why an off the peg stand shell was the right choice for the personal care and beauty retailer:

“The PromoCube trailer stand allowed us to create a high impact structure that could house the three experiences at a more cost-effective price than building a bespoke stand. The trailer offered impactful branding at 5m high which meant the branding could draw consumers / be seen across the entire market. The quick launch system allowed the 6x6m stand to be deployed in 1-hour and the complete experience fit out was complete in 4-hours, saving on costly rigging time.”

GOLD The Producers – LEGO

This was the year when sensible roadshow stands stood out. As with Costa Coffee this Lego stand’s success could only come about with a brand-agency team that had established a strong and consistent reputation – event during and beyond the challenges of COVID.

This stand appears often, typically when Lego has a product launch. One of the key challenges that Pop & Play fulfils is sustainability: The modular stand is refreshed and reskinned for each new product theme between tours, reducing the future materials spend by 45% year on year. A supportive video showed specifically how the stand’s sustainability has been thought through.

Pop & Play is – like the brand – a success both in terms of entertainment and commercial value. Families like it enough for a booking system to operate and its flexible layout allows it to be close to retail. Sales at the Liverpool and Southampton events from the awards qualifying period saw a ‘back to store’ conversion rate of 53%, against a benchmark of 35%.