Madison World - Work Details

Brief

To create hype around the launch of the latest Avengers movie in India, Disney wanted to create a unique experience-led display-cum-sales zone for the movie merchandise

The challenge was to utilize the space available inside the store effectively, in the most innovative manner possible

Solution/Execution

The entire experience was creatively designed around a rather unconventional media – a pillar within the store, which was rechristened the ICONIC AVENGERS PILLAR

The multiple sides of the pillars were used to highlight different characters from the movie. One side of the pillar displayed Captain America's unbreakable Shield and the other side had Thor's heavyweight Hammer

Motion-sensors were installed in both weapons, allowing them to light up whenever customers walked towards them. Hulk & Iron Man figurines were also installed in the zone thereby completing the Avengers look and feel.

RESULTS

The pillar indeed became iconic with consumers queuing up to click selfies around it
The interactivity led to increased footfall in the toys section, and sales of Avengers products went up by 50%
We managed to convert the pillar into another display option for range showcase, and competition began to utilize this space as well.