IKEA Promo, Case study CABINET INSERTION by Mediacom Vienna

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Austria
Agency Mediacom Vienna
Art Director David Stadtmüller
Copywriter Manuel Wenzel
Released September 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: IKEA
Product/Service: PAX CLOSET
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: MEDIACOM, Vienna, AUSTRIA
Chief Creative Officer: Amir Kassaei (DDB Berlin)
Managing Director Creative: Stefan Schulte (DDB Berlin)
Creative Director Art: Tim Stübane (DDB Berlin)
Creative Director Copy: Birgit van den Valentyn (DDB Berlin)
Art Director: David Stadtmüller (DDB Berlin)
Copywriter: Manuel Wenzel (DDB Berlin)
Client Services Director/Head of Creative Unit: Omid Novidi (MediaCom)
Senior Communications Planner: Monika Philippi (MediaCom)
Junior Communications Planner: Bernhard Redl (MediaCom)
Media Services Executive: Stefanie Rath (MediaCom)
Media placement: Magazine - News - 17.09.2009

Results and Effectiveness
This creative print implementation provided the message in the perfect stage to the right target group in the right media environment. It has already won several national awards.

Creative Execution
"A place for every piece of clothing!" The PAX closet allows the IKEA consumer to find everything at first sight – like in the index of a magazine. By placing the index in the middle of the PAX closet, IKEA delivers a perfect storage solution. The PAX closet makes it possible to store all your properties in your individual kind of way, not forgetting to be functional at the same time. To say it short and simple: a lot of things properly arranged! Press is one of the most important communication channels for IKEA. With this “tabernacle” implementation, IKEA showed in a perfect way its creativity in a normally non-creative medium. This common index of the “News” magazine became an extraordinary advertising space. The product and the message of the ad insertion matched perfectly and got further intensified through the fist-time placement at the index of a magazine.

Insights, Strategy & the Idea
Order and space – even in little room – is the core competence of IKEA and all its products. The PAX closet is one of the main examples of this philosophy and addresses perfectly IKEA's target group – being individual, creative and functional at the same time. IKEAs core target group are women who perceive their inspiration mainly in-print magazines. Reading and browsing through print media is essential for them and was inspiration for our idea. We used this information as our platform to stage the creative functionality of the PAX closet in the magazine. Despite the largeness of the PAX closet, consumers can find everything at one glance. This was our unique insight that shaped the idea. IKEA as one of the most creative brands which delivers individual ideas matched its primary marketing objectives, individuality and creative solutions, with a unique print implementation in a high reaching Austrian magazine. Furthermore it raised frequency in stores as well as increased IKEA's sales.