IKEA Promo, Case study IKEA PAX ON A BILLBOARD by DDB Berlin

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Germany
Agency DDB Berlin
Creative Director Tim Stübane, Birgit Van Den Valentyn
Released October 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: IKEA
Date of First Appearance: Oct 16 2010
Entrant Company: MEDIACOM, Vienna, AUSTRIA
Senior Communication Planner: Monika Philippi (MediaCom)
Senior Communication Planner: Bernhard Redl (MediaCom)
Client Service Director/Head of Creative Unit: Omid Novidi (MediaCom)
Communication Planner: Barbara Würstl (MediaCom)
Account Director: Gesa Birkmann (DDB Tribal Group)
Creative Director: Tim Stübane (DDB Tribal Group)
Creative Director: Birgit van den Valentyn (DDB Tribal Group)
Media placement: Billboards - 41 Sites - Austria - 16. October 2010

Insights, Strategy & the Idea

IKEA as the world leading furniture retailer operates on a business strategy that challenges conventional mindsets, paving a way for new standards.
Based on the company’s core brand values IKEA provides furniture solutions that are smart, surprising, uncomplicated and playful, which resonates with the attitude of their broad clientele. For one of their star product, the IKEA PAX wardrobe with its sliding doors, a creative solution was needed that communicated the same values.

Due to their size, the biggest furniture stores are usually located at the periphery in Austria. People in the city centre who don’t commute to the stores had no contact chance with the product. Since Austria is by comparison to other countries strong on billboard advertising, a new creative way had to be found to demonstrate the product’s usability involving this classic medium.

Creative Execution
Conventional billboards were modified with the installation of sliding PAX doors. Passerby could peek behind the closet by moving the wardrobe door on the billboard. Through this, a new location was created, in the absence of all competitors, to showcase the uniqueness as well as one of the biggest selling points of the product for those who usually would not be able to test it.
41 hand-selected billboards in highly frequented places throughout Austria invited citizens to a playful and unconventional product demonstration.

Results and Effectiveness
This creative alteration of 41 conventional billboards launched a new IKEA showcase, strengthening IKEA’s image as leader in the industry, providing smart furniture solutions.
Causing a whirlwind of international press and YouTube video mentions, this creative execution was able to communicate the company’s core values in an interactive way, snagging the 2011 CCA Award in Austria.