Asda embraces Halloween with spooky display

by Charlie McCathie, Brand Republic 05-Sep-07, 13:35

LONDON - Asda is set to roll out shuddering monsters, revolving bow ties and broken floorboards for a Halloween themed display.

The display will be in place from September 20, and was designed by instore marketing specialist Bezier.

Bezier has created an 'Asda Family' for the supermarket, inspired by the Adams Family, with LED lights in place of the characters' eyes to create an eerie glow.

A black curtained entrance will lead to the Halloween aisle, which will be decked out to appear like a haunted house, featuring a broken floorboards graphic, hanging beams and chandeliers.

Sound and motion are key elements of the campaign, with shuddering monsters with revolving bow ties.

Steph Hughes, events point of sale manager at Asda said: "Halloween is increasingly becoming one of the major seasonal events in stores throughout the UK. This year we're introducing 'The Asda Family' in a haunted mansion which we think adds a sense of fun and occasion to the stores."

Nina Butt, business unit director for Bezier, said: "Interactivity and adding something extra is more important than ever to grab shoppers' attention in an environment full of marketing messaging all vying for attention.

"By adding sound and movement into this year's campaign it gives the merchandise an extra point of interest and is fun for both adults and children browsing the aisle."

Comments

BETHELL - 05/09/2007

There is no doubt that the theatre and excitement presented under "the ASDA Family" Halloween theme looks superb. The client deserves credit for briefing it and indeed Bezier deserve credit for printing it. But the credit for the original creative and design of the "the ASDA family" firmly sits with Gratterpalm - who are ASDA's POS creative agency and who are currently working on the design of the next ASDA event which Bezier will print and despatch.