IKEA Fixed Prices by TBWA\ Istanbul for IKEA

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IKEA Fixed Prices

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Industry Department Stores & Shopping Malls
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Creative Director Volkan Karakasoglu
Art Director Ozan Can Bozkurt, Tolga Ulkumen
Account Supervisor Ece Gucuk, Melis Inceer
Released June 2012

Awards

One Show 2013
One Show Collateral / Posters - Single Merit

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: IKEA
Product/Service: FURNITURE & HOME ACCESORIES
Agency: TBWA\ISTANBUL
Executive Creative Director: Ilkay Gurpinar (TBWA Istanbul)
Creative Director: Volkan Karakasoglu (TBWA Istanbul)
Art Director: Ozan Can Bozkurt (TBWA Istanbul)
Art Director: Tolga Ulkumen (TBWA Istanbul)
Copywiter: Cagri Saka (TBWA Istanbul)
Executive Account Director: Burcu Ozdemir Kayimtu (TBWA Istanbul)
Account Director: Ayse Senunver (TBWA Istanbul)
Account Supervisor: Melis Inceer/Ece Gucuk (TBWA Istanbul)
Planner: Toygun Yilmazer/Tugyan Celik/Nisan Danisman (TBWA Istanbul)
Media placement: OUTDOOR - ISTANBUL - 17 APRIL 2012

Describe the objective of the promotion.
At IKEA, the prices don’t change throughout the year. This means that there is never a price hike. This way, consumers are confident that they will get the best prices anytime at IKEA. So we needed to communicate this in a striking way.

Describe how the promotion developed from concept to implementation.
To emphasise the fixed prices, we took off the parts of IKEA posters where the prices are shown. Then we placed them on the never changing numbers on the streets. This way the non-changing numbers on the streets served as our non-changing price indicators.

Explain why the method of promotion was most relevant to the product or service.
It was clear and effective to use fixed numbers from daily life environments as our prices to convey the message that our prices never change.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With these innovative posters, onlookers were greeted with an interesting sight - a mixture of real life and print media - and they understood right there and then that IKEA’s prices don’t change.