PAX GOES DIGITAL by DDB Berlin for IKEA

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PAX GOES DIGITAL

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Industry Household maintenance & pet products, Home Furniture
Media Promo & PR
Market Germany
Agency DDB Berlin
Art Director Tino Langbein
Copywriter Nikolai Baradoy
Released February 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: IKEA
Product/Service: STORAGE SOLUTIONS
Agency: DDB TRIBAL GROUP
Date of First Appearance: Feb 24 2011
Entrant Company: DDB TRIBAL GROUP, Hamburg, GERMANY
Entry URL: http://www.ikea-austria.at/paxen/
Managing Director: Hartmut Kozok (DDB Tribal)
Copywriter: Nikolai Baradoy (DDB Tribal)
Art Director: Tino Langbein (DDB Tribal)
Account Director: Marco Safavi-Hir (DDB Tribal)
Account Manager: Rebecca Holz (DDB Tribal)
IT Consultant: Katharina Pade (T8Y)
Media placement: Homepage - IKEA Austria Homepage / Newsletter - 24.02.2011

Describe the objective of the promotion.
The IKEA PAX range is one of IKEA’s most successful series of products. Apart from a low price and a great variety of sizes and designs, the main benefit is simple: storing stuff and saving space.

The task was to promote the IKEA PAX storage solutions in a smart and digital way.

Describe how the promotion developed from concept to implementation.
We’ve developed special IKEA PAX software and made it available for free downloading.
This software gives you the same benefit as the actual products on your computer. It’s saving a lot of HDD space using archive-icons of the PAX Series. Just by using the software and sending PAX data cabinets by e-mail spreads the benefit and the software since it’s completely free to use.

Explain why the method of promotion was most relevant to the product or service.
The free PAX software is just doing what the real PAX storage solutions are doing, rewarding people with a relevant benefit just by using it: more space on their computer.

Showing an entertaining product demo while compressing, the finished IKEA PAX cabinet icon depends on the amount of data inside. Small for little data, big for lot’s of data. So no matter what you want to store – there’s always a fitting PAX solution by IKEA.

Since it’s free to use and fun to watch, more and more people will be PAXING files instead of zipping them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
By using the website as a promotion space, and standard IKEA newsletters to spread the address, we were able to achieve widespread propagation on a low budget.
About 150,000 customers have so far downloaded the software at ikea.at.
The software helped to boost sales of the IKEA PAX series.