Outdoor Meets Activation. Love it.
Connor, November 27th, 2009Bea Kelleher, OgilvyOne
It is easier to be fresh in digital because the bar is still being set, or
inventive in TV advertising because the budgets are much larger, or
impressive in multi-channel, interdisciplinary, big budget campaigns
because, well, you can be so thorough with the Big Ideal articulations. So
when I see imaginative, effective and unaffected in more traditional media
- like outdoor – which delivers a brand or product truth, I get very
enthusiastic about it and want everyone to see and love it too.
Ikea in Frankfurt – activation
Like all good activation, it dramatises the benefit to the consumer: in this case, big storage solutions for small city-living apartments. Like all good outdoor, choice of location was also key to the effectiveness of the activity – this idea outside the centre of town would still have been visually impactful, but would have been largely unseen by anyone other than the locals or the industry.
Ikea: Bigger Storage Ideas
The Challenge
Germany’s flats and apartments are full of them: messy corners. That’s why home furnishing store Ikea offers boxes and drawers in all shapes and sizes to meet each and every storage need. Aiming specifically at the large number of Frankfurt citizens living in small apartments, the local Ikea store asked us to promote their storage solutions with a real big outdoor idea.
The Solution
In one of Frankfurt’s busiest streets we disguised the balconies of an entire apartment building as giant versions of Ikea’s drawers and baskets. The awareness created on the street paved the way for the Ikea promotions team to distribute brochures and response postcards.
The Results
Everyday, over 12,000 pedestrians, cyclists and drivers passed the apartment block every day. This accumulated to an impressive 168,000 contacts over the 2 weeks of the campaign. Local newspapers and ad press covered the promotion. Traffic and sales in the 2 Ikea Frankfurt outlets rose substantially.
