303 asks IKEA to pay rent in WA and SA
The second stage of the IKEA 2012 catalogue campaign, via 303 Perth and Sydney, has launched which marks a pretty radical shift in the traditional catalogue campaign approach for the international brand.
Says Nigel Richardson, Marketing Manager of IKEA (WA & SA): “The annual catalogue launch is the pivotal point in the year for IKEA and is key to our marketing program. Historically, the focus is on new products and the campaign runs for just a few weeks. We wanted to focus on the inspiration that comes from the catalogue and encourage people to use it throughout the year. The international theme for the 2012 catalogue is ‘create space’. That was the brief for 303. We are excited by the concept and the collaborative process of developing this with the 303 team has been an open and rewarding one.”
“303 Sydney, 303 Perth and IKEA have worked closely together to make the idea come to life.” said Alan Taylor, MD of 303. “The process of working so closely with a creative and involved client has been great.”
Says Sydney-based Simon Langley, ECD at 303: “The IKEA catalogue is an institution. People anticipate its arrival, get excited about it, read it and then it put it on the shelf. We want it to have pride of place. But, with living costs increasing we figured it only fair that we (or IKEA) should pay our way. This led us to the idea of IKEA paying people to keep the catalogue in their homes by renting the space it occupies through monthly rent cheques, redeemable in-store.”
Digital channels play a crucial role in the campaign mechanic. All users have to do is sign up online at IKEA.com.au, on Facebook or via mobile and they’ll start receiving their rent cheques immediately. The integrated program launched on Sunday and will continue to evolve over the next 12 months.
Credits:
Executive Creative Director: Simon Langley
Associate Creative Director: Richard Berney
Senior Copywriters: Stu Turner, Dav Tabeshfar
Senior Art Directors: Darren Borino, Mike Sequeira
Group Business Director: Jane Orchard
Business Manager: Kate Somerford
Technical Director: Aaron Collyer
Digital Producer: Michelle Bunday
Producer: Holly Kemp
Artworker: Helen King
Director: Rob Forsyth – Siamese
Producer: Francesca Hope – Siamese
IKEA Marketing Manager: Nigel Richardson
IKEA Advertising Manager: Natalie Chalmers
15 Comments
nice!
That is bloody awesome.
Yep. Very nice. Very simple.
Simple. Different. I like it.
They pay you … Nice!
The comments on the local WA blog are a little more negatively geared.
That’s clever
7.26 that’s because they’re most likely coming from people who don’t work at 303. I read them and agree with most. Yes it is a different approach but the IKEA catalogue has always been renowned (apparently) as a highly anticipated publication that people hang onto and even treat as a kind of coffee table item (?). Offering people discounts to not turf it in the bin along with the Harvey Norman equivalent seems to somehow cheapen it.
Spot on Bjorn again.
Couldn’t agree more.
It’s only a catalogue ad but we have come to expect more from Ikea.
I was walking through the neighbourhood the other day and someone had gone to the trouble to stick an Ikea branded note to please deliver the Ikea catalogue (the letterbox had a no junk mail). Can’t think of another brand that could create someone going to that amount of effort.
needy advertising.
iiccck.
@ Chad. What does iiccck mean please?
Bjorn…. Agreed it is not the most creative thing IKEA have done with 303, OR for that matter internationally…. maybe it will work, maybe it won’t. Given the agency changes over the last 2 years – give ’em a break. Retail focus on their first campaign makes sense. Creative opportunities on that account come after results. But let’s be positive about WA agencies and support each other. Enough of the bitching as clients read these blogs and we’re losing more and more to the eastern states!
Will work.
JUST WON AT D&AD, DICKHEADS.