ASDA is rolling out its largest ever display for Halloween this year, incorporating sound and motion to add the look and feel of the huge in-store campaign.
The POP has been implemented by in-store marketing agency, bezier.
The campaign materials have been designed to illustrate an 'ASDA Family' haunted house, and include a broken floorboards floor graphic, hanging beams and chandeliers.
Other elements of the campaign include a black curtained entrance to the Halloween aisle, and various POP depicting 'The ASDA Family' characters and the different rooms of the house.
Sound and motion have also been included this year in the form of shuddering monsters and revolving bow-ties. The eyes of the family characters also feature LED lights, giving them an eerie ‘glow’.
Events POS manager at ASDA, Steph Hughes, said, “Halloween is increasingly becoming one of the major seasonal events in stores throughout the UK. For the 2007 merchandising we wanted to build on last year’s success with an even bigger and better campaign.
“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.”
Business unit director for bezier, Nina Butt, added, “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.”
ASDA’s Halloween POP will be rolled out to stores on September 20.