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IKEA: 3D Cover
| See full size 1190x792 px | |
| Released: | June 2008 |
| Avertiser: | IKEA |
| Agency: | JUNG VON MATT |
| Country: | Germany |
| Category: |
Home appliances & furnishings
|
| Awards: |
Cannes Lions 2008 Promo Silver
Cannes Lions 2008 Direct Silver
The Cresta Awards 2008 Ambient Winner
London International Awards 2008 Non-Traditional Media Gold
|
| Tags: |
Case study
Cannes 2008
Award show winner
|
Credits:
Type Of Entry: Product/Service
Category: Retail And E-Commerce, Including Restaurants
Title: 3D COVER
Advertiser/Client: IKEA GERMANY
Product/Service: IKEA FURNITURE STORE
Entrant Company, City: JUNG von MATT, Hamburg
Country: GERMANY
Sales Promotion/Advertising Agency, City: JUNG von MATT, Hamburg
Country: GERMANY
2nd Sales Promotion/Advertising Agency: ACT AGENCY HAMBURG
Country: GERMANY
Category: Retail And E-Commerce, Including Restaurants
Title: 3D COVER
Advertiser/Client: IKEA GERMANY
Product/Service: IKEA FURNITURE STORE
Entrant Company, City: JUNG von MATT, Hamburg
Country: GERMANY
Sales Promotion/Advertising Agency, City: JUNG von MATT, Hamburg
Country: GERMANY
2nd Sales Promotion/Advertising Agency: ACT AGENCY HAMBURG
Country: GERMANY
Credit Details:
| Name | Position | Company |
| Nicole Drabsch | Account Executive | Jung Von Matt |
| Nic Heimann | Account Executive | Jung Von Matt |
| Sven Schoenmann | Computeranimation | Jung Von Matt |
| Matthias Grundner | Designer | Jung Von Matt |
| Justus Becker | Camera / Editor | Jung Von Matt |
| Ingo Dannecker | Camera | ID-Film |
| Malte Hagemeister | Music | |
| Birgit Ballhause | Technical Realisation | Act Agency |
| Philipp Mokrohs | Technical Realisation | Stein Promotions |
| Julia Stoffer | Designer | Jung Von Matt |
| Stefan Blume | Technical Support | VCC Hamburg |
| Tom Hauser | Creative Director / Copywriter | Jung Von Matt |
| Soeren Porst | Creative Director | Jung Von Matt |
| Arno Lindemann | Creative Director | Jung Von Matt |
| Bernhard Lukas | Creative Director | Jung Von Matt |
| Caroline Ellert | Copywriter | Jung Von Matt |
| Joanna Swistowski | Art Director | Jung Von Matt |
Objective:
The IKEA catalogue is, next to the Bible and Harry Potter, the third most printed publication worldwide. Our objective was to advertise the new IKEA catalogue with an innovative promotion that involved a lot of people and boosted IKEA's brand appeal. The motto for the promotion was "Fashion for your most beautiful home in the world." This was the motto of the annual IKEA campaign in Germany for 2007.
Development:
We transformed the two-dimensional IKEA catalogue cover into a three-dimensional installation by creating an exact replica of the living room on the catalogue cover. Our 3-D Cover went on tour throughout shopping malls in 24 German cities. Everyone had the opportunity to have their picture taken on our catalogue cover set. A few days later, participants in the photo shoot could go to IKEA and pick up a catalogue featuring themselves as the cover model! In this way, we made a lot of people a part of the new IKEA catalogue.
Relevance:
The promotion was held in shopping malls in downtown areas, and the personalized IKEA catalogue was handed out in IKEA stores five days later. We got customers personally involved in the brand, enticing them to come into the store and pick up their catalogue featuring themselves as the cover model. Almost everyone has a regular IKEA catalogue in their apartment somewhere. But proud owners of an IKEA catalogue with themselves on the cover will pick it up more often, show it to other people, and get more IKEA inspiration for their own home.
Outcome/Results:
A total of 7,120 people had their pictures taken. 4.039 of them picked up their personalized catalogue at IKEA. That's more than 56%! The promotion not only boosted IKEA's image, but also increased traffic and sales in IKEA furniture stores!