
Agency	AXIS LTD
Creative head	Alsu Khairutdinova (Account director)
Author of idea	Eva Gabulova (Creative producer)
Product	Bacardi Rus drinks
Description	Project: "Perfect store" at the Bacardi sales Way conference Venue: Renaissance Moscow Monarch Centre Hotel Date: 24 January, 2013 Brief: “Trajectory of Success” is an annual conference of Bacardi sales dept. In 2013 it was about the global change of the sales organization approach at Bacardi Global and was Bacardi Sales Way. There were over 400 people from Bacardi regional offices in Russia. The agency task was to develop an original education tool to deliver the standards of display and presentation of Bacardi Rus brands on Russian retail to any company’s employee in easy and visual way. Solution: Instead of usual brochures and booklets the agency came up with a unique 5D-POSM: an Perfect Store, alco dept replica with proper light and sound. The imitation drastically changed the interior of the hotel’s hall: * Installation of shop displays and pallets, display of Bacardi Rus products. Production and placement of POSM at “Perfect Store” * “Live” wall video projection content development: shelves with competition products and curious customers. * Smart assembling of video projection equipment: the visitors didn’t impede the projection. * Original audio content of usual sounds of the dept store: steps, talks, clinking of glass, cashier’s machine etc. * Ceiling arrangement. The low ceiling could destroy the illusion of a real store. So the agency used light equipment and reflective materials to create the desired effect. Why did it work: Non-standard approach to the education materials. Alco dept replica has become an ideal way of demonstration of the new display standards and the clearest key message delivery to the Bacardi Rus people. It was positively accepted and stimulated to explore the “Perfect Store” in details. Result: * Over 400 visitors of “Perfect Store” * Non-standard POSM allowed people of Bacardi Rus to walk in the shoes of an ordinary consumer and estimate the standards and initiatives through his eyes. * The employees were inspired and caught with the idea of “Perfect Store”. * Mostly due to Bacardi Sales Way conference the new working standard was implemented and positively accepted by the people of the company.
Team members	Dmitry Ermakov (Category manager Bacardi Rus), Konstantin Pakhomov (Сoordinating producer), Vasily Bronichev (Decorator), Evgeny Mironov (Decorator), Vasily Shulga (Camera men), Andrey Filippov (Film editor)

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