POPAI RUSSIA AWARDS came to Russia together with the international marketing association POPAI GLOBAL, which opened the Russian branch in 2004. The contest began in 2005. Since then, it has become a significant annual event in the field of marketing in Russian retail.
In 2016 40 companies took part in the competition, representing 225 works in the industry of POSMi and in-store communication. According to the rules, the application could be filed by retail chains, trademark owners, designers, agencies and manufacturers of POS materials. The jury evaluated the works in 15 nominations. The judges paid close attention to quality, ergonomics, functionality and, of course, design and innovation.
Maria Terentieva, managing purchasing department at Philip Morris and the jury chairman, speaking about the overall impression of the competition, noted that the economic crisis did not in the least worsen the quality and creativity of the work, adding only praiseworthy at any time the desire to optimize their cost and maximum functionality.
Among the works presented, there is a clear trend towards the use of interactive communication technologies - Digital Signage and digital-platform technologies. One of the most memorable participants was the company Vitrina A. Her project for the iQOS store "Tree of Meanings" won first place in the nomination "POS solutions using Digital Signage". The central figure of the project is the "tree" itself with 12 metal branches and 120 petals-screens. The height of the structure reaches 3 meters. On the screens of the "tree", as well as on video walls and interactive stands, a single content is broadcasted, which is managed remotely with the help of Vitrina Connect software. "Tree of Meanings" has already received the Grand Prix in the category of Interactive Solutions / Digital a week ago at the competition from GIC (Global Instore Communication) in Paris.