Creative Challenge:
Design a shop-in-shop wall display to promote iPod products in RadioShack retail environments. Display must support strong iPod brand image and integrate well into the overall RadioShack retail environment. Display must attach to three generations of standard RadioShack wall systems and offer modularity for fielding in a two foot, four foot, six foot, or eight foot wall section.

Execution:
Design uses white iPod color boldly on header and information shelf which helps the Apple brand stand out in the RadioShack environment. Design of each component uses curves generously to mimic actual iPod product dimension. Graphic panels on backdrop and wing allow for easy insertion of new iPod promotions. Inserts on wing panels (3) are circular and further promote the unique iPod brand image. A white wall panel behind the wire slate wall integrates the total design. The combined components tie out a well designed wall display and still allow ample room for merchandising. Complex national rollout was managed by Process Program™.

Results:
The bold white iPod color commands attention in the RadioShack environment. The depth and dimension of the header, shelf, and wings further draw consumers into the brand experience. At the point of purchase graphic panels on the backdrop and wing begin to educate. Finally, product features and benefits are highlighted on raised gray displays on the white information shelf and in a durable flipbook on the information shelf. Feedback from the store level termed the program one of the best ever launched by RadioShack and the results for iPod product sales well exceeded plan.