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Credits:
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Type of Entry: Use of Media
Category: Best Use of Cinema
Title: IKEA-CINEMA-CATALOGUE
Advertiser/Client: IKEA AUSTRIA
Product/Service: IKEA FURNITURE
Entrant Company: DDB GERMANY BERLIN, GERMANY
Advertising Agency: DDB GERMANY BERLIN, GERMANY
Media Agency: MEDIACOM AUSTRIA Vienna, AUSTRIA
Creative Credits
Name Company Position
Amir Kassaei DDB Germany/Berlin Chief Creative Officer
Bert Peulecke DDB Germany/Berlin Executive Creative Director
Stefan Schulte DDB Germany/Berlin Executive Creative Director
Birgit Van Den Valentyn DDB Germany/Berlin Creative Director
Tim Stuebane DDB Germany/Berlin Creative Director
René Gebhardt DDB Germany/Berlin Art Director
Björn Kernspeckt DDB Germany/Berlin Art Director
Stephen Kimpel DDB Germany/Berlin Account Director
Patrick Baschinski DDB Germany/Berlin Account Manager
Jonathan Helmer DDB Germany/Berlin Agency Producer
Kathrin Rueppel DDB Germany/Berlin Agency Producer
Peter Schoenherr DDB Germany/Berlin Graphic
Anke Zink DDB Germany/Berlin Graphic
Details
Results and Effectiveness:
With a little investment into projectors and slides we got several product placements during famous movies for free. The guerilla action reached over 13,000 viewers in 92 screenings. In front of the cinemas over 5,000 IKEA catalogues were distributed – instead of the estimated 1,000.
Creative Execution:
We used existing great movies with great actors in which IKEA products are seen accidentally. With a smart and clever trick we directed the people’s attention to the IKEA products. Guerilla promotion teams equipped with powerful portable projectors brought names and prices of IKEA products during the movie on the screen – next to Brad Pitt, George Clooney and other famous actors. This surprising execution fits perfectly to the IKEA principle: surprise the many people with fresh ideas for everybody’s everyday life. After the show we consequently distributed IKEA catalogues in front of the cinema.
Insights, Strategy and the Idea:
In the context of the launch of the new IKEA catalogue we had to generate attention among young people for IKEAs latest products. How do you get maximum attention of young people? Advertise in cinemas but don’t do a standard commercial. So we inspired moviegoers with an unseen idea to get them spreading our message themselves.
The commercial titled Cinema Catalogue was done by DDB GERMANY, Berlin advertising agency for IKEA company in Germany. It was released in the June 2009. Business sector is Home appliances & furnishings.
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