IKEA Design & Branding BIG DREAMS, SMALL SPACE by Saatchi & Saatchi Beijing

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Industry Department Stores & Shopping Malls
Media Design & Branding
Market China
Agency Saatchi & Saatchi Beijing
Director Jinjing Zhu
Executive Creative Director Dean Sciole
Creative Director Eryc Xue
Art Director Yan Xu
Copywriter Sun Hua
Producer Raymond Johnsen Lucas, Cai Yunhan
Released February 2012

Credits & Description

Category: Temporary Retail
Advertiser: IKEA
Product/Service: IKEA
Executive Creative Director: Dean Sciole (Saatchi & Saatchi)
Creative Director: Eryc Xue (Saatchi & Saatchi)
Copywriter: Sun Hua (Saatchi & Saatchi)
Art Director: Yan Xu (Saatchi & Saatchi)
Account Director: Jonathan Shi (Saatchi & Saatchi)
Producer: Cai Yunhan (Saatchi & Saatchi)
Director: Zhu Jinjing (JQK Production)
Producer: Raymond Johnsen Lucas (JQK Production)
Media placement: Small Showroom Display, 12 Locations - Costa Coffee Cafes - 10 February 2012
Media placement: Small Showroom Display, 10 Locations - Wedome Bakeries - 10 February 2012
Media placement: Small Showroom Display, 11 Locations - Liangtse Wellness Centres - 10 February 2012
Media placement: Small Showroom Display, 7 Locations - Tony Studio Hair Salon - 10 February 2012
Media placement: Small Showroom Display, 10 Locations - CSF Markets - 10 February 2012
Media placement: Small Showroom Display, 10 Locations - DIA Convenience - 10 February 2012

Describe the brief from the client
We wanted to inspire working mums with our small space campaign, 'Big Dreams, Small Space.' We wanted to show mums that no matter how small a space is, there is always a way to fit in their big dreams.

Describe the challenges and key objectives
In China, working mums don't just have small apartments, they also have 'small' time. Between work and home, they have no time to visit our stores or website.

We needed to find a new way to reach them.

Describe how you arrived at the final design
After spending time with working mums and learning about their lives, we came up with a small idea. A really small idea. We would take the most inspiring part of IKEA, our showrooms, and shrink them down. Shrink them down until they fit into working mums' lives.

Instead of trying to bring mums to us, we brought our inspiring showrooms to them. We designed 4 unique small showrooms, each with an inspiring story to tell. And we placed them where mums could have an intimate experience with them - at spas, salons, bakeries and markets.

Give some indication of how successful the outcome was in the market
Mums loved discovering the small showrooms all around Beijing, and in their lives. They began taking photos and sharing them on their microblogs. Telling their friends about the inspiring stories that went with the showrooms. The response has been so positive, that we will soon introduce the small showrooms to other cities around China.