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Comments (36)

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sayme's picture
sayme
Activity Score 50

nice work. agency? Grimm Gallun Holtappels?

Guest's picture
Guest

very nice!

trans's picture
trans
Activity Score 60

brilliant!

Guest's picture
Guest

jvm

Guest's picture
Guest

nice music, who is it?

Guest's picture
Guest

A loooooot of money - but ever so cool.

Guest's picture
Guest

que antiguo esto es de 2007.

Guest's picture
Guest

smart

Guest's picture
Guest

Where's the 3D? It's not anaglyph or lenticular (glasses free) 3D!!

Guest's picture
Guest

"thumbs up"

TRICKY's picture
TRICKY
Activity Score 3954

"thumbs up"

The man who stops advertising to save money is like the man who stops the clock to save time

krautland's picture
krautland
Activity Score 3216

that's cute and yes, I would assume it's Grimm Gallun Holtappels. they do a lot of ikea work in germany.
I'm gonna ask them next week.

Guest's picture
Guest

jung von matt did it.

krautland's picture
krautland
Activity Score 3216

you sure? what team?

Guest's picture
Guest

jung von matt/fleet. the team left jvm together with the client.

Guest's picture
Guest

No they didn't, they are at Jung von Matt/Alster!!! It was Sören Prost as AD!!!

Guest's picture
Guest

he worked at Jung von Matt/ Fleet before

Guest's picture
Guest

Nice. Reminds me Fight club. :)

Crisp One's picture
Crisp One
Activity Score 2005
dshott's picture
dshott
Activity Score 475

Nice one Mr.B

kurtberengeiger's picture
kurtberengeiger
Activity Score 7318

I'm envious.

Guest's picture
Guest

wow. smart.

Guest's picture
Guest

Really innovative idea, but after seeing the numbers, I'm not really convinced the cost would outweigh the benefit. 168 people went to IKEA in each city. It probably cost them a couple thousand dollars (not including travel) per city to set this up (that's assuming the agency gave them a fantastic deal). Imagine what you could do with a full-page ad in a major newspaper for the same price. Announce a weekend sale and you'll get more than a couple hundred people in your store.

Exposure (in the mall) probably added up, but was it really memorable enough to stimulate people to visit the store? I would think setting up a display with IKEA's most popular items with pricetags and detachable warehouse info (for when they go pick it up) would have stimulated more real purchases. I'm just not convinced that the novelty translates to real store visits.

Finally, I don't think the 56% response rate really matters here. A lot of those people were probably already regular customers of IKEA and picked it up on a day of shopping (not all, but likely many). IKEA needs to focus on converting people who DON'T shop in their stores to IKEA shoppers, not people who already go. If I need a bookcase I'll check out IKEA. If I want a couch I'll go to a dedicated furniture store. Show me WHY I should go to IKEA and I will, it's as simple as that. Emphasize quality, not novelty.

Overall I'm rating this ad 7/10 for the innovative nature of the ad, but I doubt it turned out to be very effective. Hopefully it stimulated a good deal of PR.

danial33's picture
danial33
Activity Score 2

Yeah you are right the cost would be an issue specially when front cover pages are different and personalized means separate photographing, photoshop(ing), Printing costs but its awareness or association with the brand of being Unique, Personalized and customized to each individual customer needs will eventually pay off in the long-run.
And concerning the figures the ads objective may not be to increase sales but may be to increase brand awareness, equity or to make believe customer s of owning the brand.

Great work! Amazing! Whoever did it (no credits mentioned)

everartz's picture
everartz
Activity Score 7609

thumbs up!
--
Everartz

| everartz |

Guest's picture
Guest

no, it was joanna swistowski as ad!!!!!! i know, because we did it.

Guest's picture
Guest

jung von matt hamburg

Guest's picture
Guest

Ikea is one of the brans with best creativity that exusts. Congrats for that.

mark3r's picture
mark3r
Activity Score 1949

That's what people want!

Umi's picture
Umi
Activity Score 39
NatalieM's picture
NatalieM
Activity Score 1685

Super fun. Ikea is great! And their marketing is great, too.

Guest's picture
Guest

What's this song, does anyone know?

Guest's picture
Guest

Sören Porst was Creative Director on that job.

Guest's picture
Guest

Great job !

KaKa Lam's picture
KaKa Lam
Activity Score 16

So clever!

NONE™'s picture
NONE™
Activity Score 209

Smart just Smart √ √ √ √ √ √

NONE™

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