NZSnowboard.com - The home of New Zealand Snowboarding

4th November 2009

BACKGROUND
Having worked extensively with Vice magazine, Casio approached
Virtue with the loose brief of creating a "gift with purchase" concept
that could roll out to retailers and beyond. Taking into consideration
the Japanese heritage of the Casio brand, Virtue came up with the
concept of tuna Claw Arcade Prize machine into the ultimate
experiential POS tool, that then doubled as a gift-with-purchase
initiative that could translate through Casio retail, trade shows and
sponsored events.


EXECUTION
Having sourced a Claw manufacturer, Virtue developed the identity
for the look and feel of the machine. Utilizing the Japanese heritage of
the brand, Virtue created the concept using a quintessential Japanese
advertising style of aesthetic. Virtue combined the toughness of Casio
G-Shock (fist bursting through rocks) as well as displaying the actual
product in its natural environment (on a wrist.) Virtue also used the
iconic Mount Fuji as a backdrop and played on the whole rising sun
vs. rising fist double meaning.

The Claw operates in multiple of ways depending on the user and its
environment. In the case of retail, the Claw functions as an interactive
way to get consumers engaging with the brand - ultimately players use
the Claw to win prizes that encourage purchasing behavior.

Having worked extensively with Vice magazine, Casio approached
Virtue with the loose brief of creating a "gift with purchase" concept
that could roll out to retailers and beyond. Taking into consideration
the Japanese heritage of the Casio brand, Virtue came up with the
concept of tuning a Claw Arcade Prize machine into the ultimate
experiential POS tool, that then doubled as a gift-with-purchase
initiative that could translate through Casio retail, trade shows and
sponsored events.


EXECUTION
Having sourced a Claw manufacturer, Virtue developed the identity
for the look and feel of the machine. Utilizing the Japanese heritage of
the brand, Virtue created the concept using a quintessential Japanese
advertising style of aesthetic. Virtue combined the toughness of Casio
G-Shock (fist bursting through rocks) as well as displaying the actual
product in its natural environment (on a wrist.) Virtue also used the
iconic Mount Fuji as a backdrop and played on the whole rising sun
vs. rising fist double meaning.

The Claw operates in multiple of ways depending on the user and its
environment.

The Casio G-Claw has been used at trade shows and will circulate key retail
accounts nation wide. The G-Claw has boosted brand awareness, offered
unique product exposure, increased in-store presence and an early spike in
sales was seen even within its first week of placement within retail.

As a watch brand in a streetwear store it is hard to own real estate, were a
small product locked away in a cabinet.  Virtue came up with the G-Claw
as a solution and it tackled this issue on so many levels; The G-Claw is in
a key location, its interactive and it fits with our brand heritage. Loaded
are stoked, the consumers are pumped we couldnt be happier. Virtue
have been amazing to work with on this project -Harley Anderson, Brand
Manager, Casio New Zealand.
 
We are super stoked to have the G-Claw in store. It is an excellent
interactive way for us to engage our customers and provides a point of
difference against our competing brands. Not only do the customers have a
lot of fun playing with it but the store staff do to. It takes away the pressure
of the sale and makes it fun for all involved! Thank you Casio and Virtue!
Rachel Willmore, Director, Loaded New Zealand. action)








LINK:   www.casionz.co.nz