The ChallengeLinear SC (LSC) specializes in Below The Line marketing communications - a marketing approach that targets consumers or trade groups according to their needs or preferences. Diageo and Kroger were looking for just such a comprehensive solution. They needed a retail environment, and supporting marketing communications strategy, that would offer education, ease and adventure for the critical consumer entertaining segment.
The spirits category presents consumer challenges. Ease and guidance are instrumental to assist consumer-purchasing behavior. The challenge was to find a way so that the retailer can stand out from the competition and provide credibility in the category - with a specific focus on educating spirit consumers along the decision corridor.
The SolutionLinear SC follows a three-phase process when developing a client program: Discovery, Visualization and Activation.
DiscoveryIn this phase of the process LSC looks to gain client and consumer insights. They look for patterns and connections, seek to understand core emotional and rational motivations, ascertain growth goals - and use this information to focus teams of people. During this phase designers are free to use sketches to rough out design concepts.
With the help of the client, LSC was able to collect both qualitative and quantitative data. Agency representatives flew to Southern California to perform multiple store checks and gather photographic documentation, store measurements and store personnel interviews.
VisualizationThis is the phase where homework and creative freedom begin to develop into an actual solution. Linear SC presented ideas, concepts and sketches to Diageo and Ralphs. Hand-sketches and eventual 3D concepts were instrumental in building client excitement and further fleshing out ideas.
Strata tools are an important part of this process by empowering the design team with rapid visualization. This means faster/better decisions, time-line efficiencies and an overall increase in performance for program deliverables.
