ILVA DM OUT OF THE CLOSET by Uncle Grey Copenhagen

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Industry Household maintenance & pet products, Home Furniture, Retail, Distribution & Rental companies
Media Direct marketing
Market Denmark
Agency Uncle Grey Copenhagen
Creative Director Michael Paterson, Jesper Joergen Hansen
Released August 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: ILVA
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: UNCLE GREY, Århus, DENMARK
Creative Director: Michael Paterson (Uncle Grey)
Creative Director: Jesper Hansen (Uncle Grey)
Managing Director: Mogens Kristensen (Uncle Grey)
Media placement: Ambient - Streets Of Copenhagen - 01/08 2009

Describe the brief/objective of the direct campaign.
Every year a huge gay and lesbian parade called Copenhagen Pride is held in Copenhagen. The purpose is to promote gay, lesbian and liberality on a pan-European level. More than 100,000 people and all major Danish tv-stations and newspapers are attending the parade. ILVA (one of Denmark’s biggest furniture chains) had been sponsoring Copenhagen Pride for years – but now they wanted to activate their sponsorship and use it more intelligent than just showing their logo along the route. The brief was simply to get more attention and to use the sponsorship in a better way than before.

Explain why the creative execution was relevant to the product or service.
The idea fitted perfectly to ILVA’s well known motto; 'Colourful Living' and focused exactly on ILVA's business mission - to be the bold furniture chain for people who dared to be and think different. In all the ambient closets the new ILVA catalogue was placed for people to pick up and a speciel offer in the same weekend as the parade was held. Furthermore posters were placed in the ambient closets with the message; Have a nice Copenhagen Pride, and ILVA logo and website address.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
ILVA has a huge range of closets and their new collection was coming out just around the days of the Copenhagen Pride parade. So we ran a print and tv campaign in the days leading up to the event. And on the day of the event we placed the new range of closets along the parade route with one little twist to encourage people to come out of the closet: The doors on the closets along the route was open and the closets was empty.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within the first week after the event ILVA had reached their best ever launch result of a new furniture collection.