Get in touch on +44(0)1535 272861 or fill out our

Tel: +44(0)1535 272861

Email us

    The Valley Group

    Retail marketing group creating powerful in-store solutions, driven by insight, knowledge and creativity

    Valley wins double at POPAI 2022 awards!

    Viewpoint Lite | 12/10/22

    The free-standing unit developed for TaylorMade Golf by Valley has won gold at this year’s POPAI awards! It was a great night for Valley, alongside gold for TaylorMade we collected a bronze award for our Anastasia of Beverly Hills premium FSDU in the highly competitive Cosmetics and Beauty permanent category.

    Continuing our relationship with TaylorMade Golf, we were asked to create and deliver a ‘secret’ campaign for their new Stealth Driver product. The brief was to deliver a branded FSDU that showcased the features of Stealth, delivered in a visually impactful aesthetic helping elevate the TaylorMade brand ahead of competitors.

    We wanted this unit to be bold and engaging, showcasing Stealth Carbonwood at the point of purchase with impact. Sustainability was at the forefront in the design process, we created a metal frame fixture which can be reused for future campaigns, whilst ensuring 100% recycled materials were used throughout all disposable elements. To ensure maximum standout we implemented a motion triggered lighting scheme to create a vivid red glow as the customer approached the unit. The campaign was successfully delivered across multiple European locations: France; Germany; Spain & Sweden, not only did this require expert planning from a logistics perspective, all POS collateral had to be translated into 4 additional languages. At all times, we had to keep the design under-wraps, to ensure that the innovative Carbon Wood technology wasn’t leaked in any capacity.

    The campaign was disruptive in the marketplace and delivered results. No other golf brand presents their products in the way that TaylorMade allowed us to so we wanted to do something different. The result, a fantastic campaign delivered successfully across Europe winning Gold at POPAI!

    Paul Hitchenor, Brand Director – TaylorMade Golf Europe said “Our objectives at launch was to make the Stealth driver unavoidable and create intrigue and interest in the revolutionary new driver face technology. The illuminated Stealth impact totem has achieved those aims, both in terms of the impact created and its flexibility of being effective across a wide variety of retail environments where so often space is at a real premium.”