IKEA Ambient Textile party by Wirz Werbung Zurich

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Textile party

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Industry Department Stores & Shopping Malls
Media Ambient
Market Switzerland
Agency Wirz Werbung Zurich
Executive Creative Director Philipp Skrabal
Art Director Rob Hartmann
Copywriter Andi Portmann
Account Supervisor Urs Hirschi
Released June 2013

Credits & Description

Advertiser: IKEA
Agency: WIRZ/BBDO
Category: Retail & E-Commerce, including Restaurants
Advertising campaign: TEXTIL PARTY
Executive Strategy Director: Gordon Nemitz (Wirz/BBDO)
Graphic Designer: Isabel Bühler (Wirz/BBDO)
Art Director Digital: José Perez (Wirz/BBDO)
Interaction Designer: Sam Sherbini (Wirz/BBDO)
Graphic Designer: Katja Schlosser (Wirz/BBDO)
Graphic Designer: Sven Scheuermann (Wirz/BBDO)
Senior Publisher: Ursula Christen (Wirz/BBDO)
Copywriter: Andi Portmann (Wirz/BBDO)
Executive Creative Director: Philipp Skrabal (Wirz/BBDO)
Chief Of Technology: Ralf Brändli (Wirz/BBDO)
Art Director: Rob Hartmann (Wirz/BBDO)
Account Director: Stefan Schmid (Wirz/BBDO)
Account Director: Yves Rückert (Wirz/BBDO)
Account Manager Digital: Amir Ferhatbegovic (Wirz/BBDO)
Account Supervisor Digital: Marco Zuber (Wirz/BBDO)
Creative Director Digital: Markus Schärer (Wirz/BBDO)
Junior Frontend Engineer: Ramon Tuera (Wirz/BBDO)
Account Supervisor: Urs Hirschi (Wirz/BBDO)

Execution
IKEA reacted in typically spontaneous fashion to the problem of people in Switzerland not daring to use textiles with colours and patterns. The solution had to be both instructive and fun, and so we invented the new workshop party format.Using IKEA textiles, anyone can transform their home in no time at all. So anyone could join in. Together with their friends and IKEA’s designers, people discovered how quickly and easily they could beautify their homes using textiles. The parties lasted two-and-a-half hours.

Outcome
For two months, textile parties took place daily throughout Switzerland.On the party microsite, visitors could look at hundreds of textile ideas as well films and photos of the parties. Over 140 enthusiastic participants talked about their experience with IKEA textiles. 70,000 users visited the party website over 1000 new people were reached daily on social media.Compared with the previous year, textile sales were up by 10%.

Client Brief Or Objective
In 2012, the central topic at IKEA was textiles, because textiles are a fast, easy way to bring colour into the home. Our campaign was to advertise the entire new range of IKEA textiles. The problem: IKEA studies showed that Swiss homes are grey and unimaginative, as if the occupants are afraid of textiles. This, despite all the colourful examples in the catalogue, at the stores and in classical advertising.How do you overcome this psychological barrier? By enabling IKEA to enter into a dialogue with customers and directly showing them how much fun textiles can be.

Implementation
We transformed textile phobias into textile parties. IKEA designers received training in throwing parties before going on the road with a bus full of textiles, visiting people throughout Switzerland.We wrote to 800,000 IKEA Newsletter readers. They could register for parties at their homes in the party calendar of the campaign’s microsite, and invite seven friends online. Within hours, over 1000 people together with their friends had registered.Over the next two months, textile parties took place daily throughout Switzerland. People could view films and photos of parties on the microsite and share them via social media.