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sayme's picture

nice work. agency? Grimm Gallun Holtappels?

sayme
Activity Score 50
Guest's picture

very nice!

Guest
trans's picture

brilliant!

trans
Activity Score 60
Creative Director
Guest's picture

jvm

Guest
Guest's picture

nice music, who is it?

Guest
Guest's picture

A loooooot of money - but ever so cool.

Guest
Guest's picture

que antiguo esto es de 2007.

Guest
Guest's picture

smart

Guest
Guest's picture

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

Guest
Guest's picture

"thumbs up"

Guest
TRICKY's picture

"thumbs up"

TRICKY
Activity Score 3794
Creative Director |

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

krautland's picture

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.

krautland
Activity Score 3214
Art Director at erm... no calls please.
Guest's picture

jung von matt did it.

Guest
krautland's picture

you sure? what team?

krautland
Activity Score 3214
Art Director at erm... no calls please.
Guest's picture

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

Guest
Guest's picture

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

Guest
Guest's picture

he worked at Jung von Matt/ Fleet before

Guest
Guest's picture

Nice. Reminds me Fight club. :)

Guest
Crisp One's picture
Crisp One
Activity Score 2005
Other at New York
dshott's picture

Nice one Mr.B

dshott
Activity Score 475
Kinneir Dufort - Industrial Designer |

Duncan
http://www.dshott.co.uk

kurtberengeiger's picture

I'm envious.

kurtberengeiger
Activity Score 7344
Copywriter
Guest's picture

wow. smart.

Guest
Guest's picture

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.

Guest
danial33's picture

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)

danial33
Activity Score 2
everartz's picture

thumbs up!
--
Everartz

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

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

Guest
Guest's picture

jung von matt hamburg

Guest
Guest's picture

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

Guest
mark3r's picture

That's what people want!

mark3r
Activity Score 1949
Art Director at Scout
Umi's picture
Umi
Activity Score 39
Graphic Designer |

nothing is impossible

NatalieM's picture

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

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

Guest's picture

What's this song, does anyone know?

Guest
Guest's picture

Sören Porst was Creative Director on that job.

Guest
Guest's picture

Great job !

Guest
KaKa Lam's picture

So clever!

KaKa Lam
Activity Score 16
LASALLE College of the Arts
NONE™'s picture

Smart just Smart √ √ √ √ √ √

NONE™
Activity Score 209
Other |

NONE™

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