THE HOME SHOWROOM by SMFB for IKEA

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THE HOME SHOWROOM

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Industry Department Stores & Shopping Malls
Media Print, Magazine & Newspaper, Case study
Market Norway
Agency SMFB
Art Director Alexander Gjersøe
Copywriter Hans Magne Ekre
Designer Nicklas Hellborg
Released March 2011

Awards

Eurobest 2011
Interactive Other Consumer Products Bronze

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: IKEA
Product/Service: TIDAFORS SOFA
Agency: SMFB
Media Agency: MEDIACOM, Oslo, NORWAY
Art Director: Alexander Gjersøe (SMFB)
Copywriter: Hans Magne Ekre (SMFB)
Account Director: Kristian Kristiansen (SMFB)
Account Manager: Jannicke Platou (SMFB)
Designer: Nicklas Hellborg (SMFB)
Web Designer: Suzie Webb (SMFB)
Media placement: Print Ad - Dagbladet Magasinet - 16.09.2011
Media placement: Print Ad - D2 - 17.09.2011
Media placement: Banner Ads - VG, Dagbladet, Finn.no - 17.09.2011
Media placement: Banner Ads - Ikea.no - 17.09.2011
Media placement: Outdoor - All Five Major Cities - 17.09.2011

Insights, Strategy & the Idea
IKEA wanted us to launch their new sofa Tidafors. The campaign had a fairly low budget, which forced us to think differently. We decided that we wanted to show the new product in a more natural and inspiring environment, rather than in ordinary showrooms.

For Norwegians home is the most important place on earth. Most people own a home, and their interest in the real-estate market is huge. We also like to redecorate our houses, and buy new furniture. The real-estate market is concentrated to one major online marketplace. Where you can find and view all homes for sale in Norway.

Creative Execution
People looking for a new home are also in the mood for new inventory, like furniture. We therefore decided that all these homes for sales, already with a huge audience, could be great showrooms for IKEAs new sofa!
So we contacted people selling their houses and apartments, and got permission to place the new sofa in their real-estate ads. For free! The sofa was highlighted as the top selling argument for buying the different homes.
The real-estate ads became the "homepage" for the campaign, and in addition we had banner ads leading directly into sofas on ikea.no. The campaign was also supported with outdoor advertising in all major cities, in areas around the homes for sale, and two real-estate ads in major newspapers, focusing on the comfortable sofa.

Results and Effectiveness
The funny and different real-estate ads, focusing on the sofa, soon started spreading in social media, such as twitter and Facebook. Then newspapers, tv and radio started covering the different campaign.

As a result of the campaign the sale of textile sofas increased 20%.
Tidafors has also become the fourth best selling IKEA sofa in Norway, which are very rare for a new sofa.