2013 Winners & Shortlists

The Brief

IKEA wanted to demonstrate that you can make the most of any space in a unique and engaging way. Our target audience was city dwellers looking for 1-2 bedroom apartments in busy Cities across Germany. These people live busy lives and do not have the time to visit large out-of-town stores like the typical IKEA department stores.

Describe how the promotion developed from concept to implementation

We brought the store to the consumers in a place where they would be thinking of space. Across Community websites we took banner space in the Real Estate sections. We built an entire IKEA store in the banner. Consumers could browse by department, click on an item and buy it direct from the IKEA site. This solution made shopping at IKEA a fast and simple experience.

Describe the success of the promotion with both client and consumer including some quantifiable results

The banner ad had a click through rate of 101% during its time live on the Real Estate sections of community websites.

Explain why the method of promotion was most relevant to the product or service

IKEA stands for smarter storage solutions. This banner ad showcased this and for the first time people looking for small space living could find all the solutions they needed to make the most of their space.