Monster Energy goes full throttle with F1 display

Monster Energy, the international energy drink brand with the aim to create some clutter breaking element in modern trade, recently rolled out this innovative in-store campaign across India. Executed by the Sab Creations, the key shopper connective activity was visible at Hypercity, Malad and Spencer's Retail, Gurgaon.

As the brand is the official team partner of the Mercedes AMG Petronas F1 team, the brief for Sab Creations was to deploy an innovative activation which was carried out across India with the two key outlets, where the mega display was also executed. The key message of the campaign was to highlight the summer promotional offer where the winners get a chance to visit the AMG Petronas factory in England and have first-hand experience on how a modern day F1 car is made.

Balaji Murugesan, Director, Sab Creations says, "Our job was to bring alive this experience in-store, which we did by using innovative materials and manufacturing techniques to create a unique experience in-store. This is a "Once in a lifetime opportunity” and the brand wanted to generate impact and drive sales. To accomplish this, a space of 6 x 6 ft for Hypercity, Malad and 6 x 4 ft at Spencer's Retail Gurgaon was taken to place an impactful display. Regular floor-stacks were placed at other outlets.”

Talking about the design, Balaji adds, "We created a skeleton dummy of an F1 car, which later formed the centrepiece of the floor stack. The model was made of fluorescent (green) acrylic that gave an effect of lighting, although the unit itself was non-lit. The back panel of the display is of 3ft (w) x 2ft (h) and the base panels 6ft (w) x 1.25ft (h), 4ft (w) x 1.25ft (h). It took us about a week to fabricate and install. More than the actual fabrication, the design and R&D on this project took up time. We wanted to create an innovative display that will attract attention without the use of elements like lighting or premium materials which might add cost. So we used florescent acrylic for the dummy and rest of the unit was made using metal and MDF.”

Sab Creations faced specific challenges in executing such a shopper connective initiative, Balaji adds, "This was a venture into lesser known territory on the basis of an idea, an inspiration that we wanted to bring alive. This project was design driven and so, all the teams starting from communication-design team to manufacturing team in factory and execution team during installation played key roles. We wanted to transform the design idea into actual without diluting it. The biggest challenge was to assemble the acrylic pieces for the F1 car which were extremely fragile and so they had to be sent in unassembled form. We arranged for video conferencing call with the execution team, while assembling the same onsite and we achieved this without any problem. Being avid F1 fans, this display serves as an inspiration for us.”