PPB February 2021

Employee Incentive & Recognition Programs Gold Winner Distributor: Brandscene Type Of Client: Food delivery app and service Target Audience : 300 head office staff members, ages 20-30 years old Primary Objective: The client required a fun gift that would encourage and thank their young team members. The distributor had created a product for the client’s customers the previous year that many staff saw and wanted for themselves. Total Cost: $7,381 Strategy And Execution: Food and fun often happen at the beach in Australia. The fun-food, smiley-face emoji and flamingo-adorned beach towels were trending in retail stores. It was the perfect match for the brand and the staff demographic. As the items were made in China, it took three weeks to make and deliver them to the Sydney head office, the main distribution point. Results: This item was so hot and created such a buzz, that the staff talked about it for a long while. When its popularity reached the U.S., towels were requested and sent to managers there who wanted to enjoy the fun gift, too. Silver Winner Distributor: Brandscene Type Of Client: One of Australia’s and New Zealand’s largest concert promoters Target Audience : A tour gift for JoJo Siwa, a teenage global pop sensation, along with about 70 adult members of her tour party and crew Primary Objective: The product needed to be relevant to the artist or something publicly identifiable with the artist, and should reflect or include the colors relevant to the banners released for the event. The product also had to be identifiable with Australia, reminding recipients of their visit. Finally, the product needed to be useful and well received, not just by the artist but by the team of middle-aged men and women in the tour crew. It also had to be on time and on budget for the tour’s opening night. Budget: $2,778 Strategy And Execution: The distributor engaged in research and collaborated with the team at the concert promoter. A reoccuring theme was the performer’s abundance of energy and love of color. The season (summer) was also among the considerations. An idea was developed to provide a colorful, striped beach towel using white and one of the colors (turquoise) in the banner artwork provided, along with embroidering the tour date, artist’s name and an Australian flag. The distributor explored everything from basic embroidery and metallic embroidery to glitter embroidery given the target audience. The latter was the winner, however, glitter embroidery is ideal for one-time use products as the glitter is not long-lasting. Metallic thread was considered but at the size requested (eight inches wide with 40,000 stitches) it exceeded the budget. The tour name’s logo, Dream, was designed with shadows to give the perception it was 3D and this required a lot of work and tight stitching to achieve the quality we knew our client was looking for. After numerous proofs and tests with the embroiderer, we were able to supply the perfect embroidery of that size, with minimal backing. Results: The distributor delivered a retail-quality towel that was on time despite freight time pressures because of fires, and air and road blocks. The gift also met the very diverse target audience requirements and supplied a useful, long-lasting memento. The tour director of the concert promoter said the towel was easily one of the most popular and useful gifts they’ve given. FEATURE | Pyramid Awards: Client Programs 26 | FEBRUARY 2021 |