Objective
Through a unique joint venture, Walgreens and Kroger have opened exploratory hybrid stores. In these stores, customers have an “express” selection of Kroger groceries in addition to the Walgreens products selection, making for an efficient shopper experience.
Gilmore Group was asked to generate co-branded & brand-specific messaging concepts and storyboard content, as well as to produce final artwork for display in the Walgreens and Kroger hybrid store network.
Expanding its in-store merchandising and advertising efforts, Walgreens Boots Alliance has entered a partnership with Chicago-based company, Cooler Screens. Gilmore Group was asked by Walgreens to create vital promotions in fun and exciting ways. This included spots for the Find Care, Vitamin Angels, and Flu Shot programs.
Another new communications channel has emerged in parking lots across the country in the form of Electric Vehicle (EV) Charging Station screens. Gilmore Group was asked to create promotional content in ‘digital poster’ form for the new network of displays.
Solution
Our motion graphics team employed a messaging strategy matrix to determine the length of the spot, animation type, and transitions used. Influencing factors included screen location and screen size as well as complexity of the message. Challenges included delivering informative messages within five seconds and creating artwork for thin, ticker-like aspect ratios. Content for the Cooler Screens and Walgreens-Kroger hybrid store networks was designed to be snappy, fun, and energetic to capture attention and make a quick impression.
To address wayfinding within the Walgreens-Kroger hybrid store, Gilmore Group utilized animations, transitions, and graphic design principles to signify the different areas of the store.
In cases where assets provided by Walgreens needed an extra edge, our team developed animated 3D graphics to enhance visual impact (e.g., the animated ‘Flu Fighter’ band aid).
Results
From an initial creative brief to 2D storyboards to finalized animations, Gilmore Group turnkeyed the strategy, design, and delivery of nearly half a thousand digital assets, translating to over fifty concepts and over twenty-five animations across multiple media venues.
