IdeaWorks’ ‘Wonderland by Myer’ experience most awarded campaign at Shop! Global Awards
The awards train keeps rolling for Y&R ANZ’s IdeaWorks, winning three global categories at this year’s Shop! Global Awards in Chicago for its ‘Wonderland by Myer’ experience. Of the fourteen global awards, ‘Wonderland by Myer’ took home the Category Management; Mass Merchants, Non-Food, Permanent; and Department Store Design categories, making IdeaWorks the most successful company at the GlobalShop event.
The concept, which involved transforming Myer’s forgotten top floors into an ever-evolving magical journey, qualified for the event after winning an absurd ten awards at 2017 POPAI Marketing at Retail Awards, including ‘Best in Show’. Together with fellow WPP company ACTIVE Display Group, IdeaWorks continues to roll out immersive retail and theatrical experiences throughout Myer stores, sufficiently engaging to become tourist attractions in their own right.
Says Danny Lattouf, regional head of retail, Y&R ANZ: “To build on our Australia and New Zealand success with Myer on a global platform is something truly humbling. We’ve worked so hard to create what we believe to be a world class customer experience.”
Overall it was a victorious night for Australian companies, taking out five of the possible fourteen global categories, one more than last year’s tally. This continued success helps position Australia as a global leader in the creation of POP displays and retail activations, in an era where retailers must find new ways to add value over and above online offerings.
Says Carla Bridge, general manager, POPAI ANZ: “With increased competition and a breaking down of the walls which once held out global competition, Australian retail marketers have stepped up to the challenge and are well and truly holding their own, proving themselves as among the best and brightest in the world.”