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36 Comments
nice work. agency? Grimm Gallun Holtappels?
very nice!
brilliant!
jvm
nice music, who is it?
A loooooot of money - but ever so cool.
que antiguo esto es de 2007.
smart
Where's the 3D? It's not anaglyph or lenticular (glasses free) 3D!!
"thumbs up"
"thumbs up"
The man who stops advertising to save money is like the man who stops the clock to save time
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.
jung von matt did it.
you sure? what team?
jung von matt/fleet. the team left jvm together with the client.
No they didn't, they are at Jung von Matt/Alster!!! It was Sören Prost as AD!!!
he worked at Jung von Matt/ Fleet before
Nice. Reminds me Fight club. :)
http://www.youtube.com/watch?v=0hKIt1r2FOI
Nice one Mr.B
Duncan
http://www.dshott.co.uk
I'm envious.
wow. smart.
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.
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)
thumbs up!
--
Everartz
| Everartz |
no, it was joanna swistowski as ad!!!!!! i know, because we did it.
jung von matt hamburg
Ikea is one of the brans with best creativity that exusts. Congrats for that.
That's what people want!
:::MARK3R:::
here you go, another one
http://www.youtube.com/watch?v=iC2bQwV_RwI&feature=related
nothing is impossible
Super fun. Ikea is great! And their marketing is great, too.
-Natalie
http://www.nataliemarion.com
What's this song, does anyone know?
Sören Porst was Creative Director on that job.
Great job !
So clever!
Smart just Smart √ √ √ √ √ √
NONE™