Forsman & Bodenfors did it again: another set of Ikea dream kitchens is online to be explored. We’ve already seen the great idea to navigate through the images, so this time they’ve decided to surprise (and impress) us with a great art direction that combines music & environments. From the Italian tarantella for the crowded family eating outside to the stylish swing for the gay couple, music plays a key role in the experience. Special effects do a great job for branding, small kitchen products are there, but I miss something about the kitchens themselves which end up being just the environment where the voyeuristic takes place. But maybe they are right. These are kitchens to dream, and just flying through them is teasing enough to start dreaming them…
Being in the middle of a relocation, I definitely enjoyed the new Ikea online effort: Be brave, not beige. The idea is to give people inspiration to create their own colorful apartments, forgetting about flat colors such as beige. Explore the windows to watch amusing videos and discover how life is different when you live in beige instead of being brave and living in color. The site does quite a good job presenting the products but, most of all, in my opinion delivers in terms of branding. Once again Ikea uses a touch of irony to present itself as a young and “light” brand, that young people will absolutely love.
Eventually a nice campaign “made in Italy” to share. The site is called “Operazione Gemellaggio” (which translates into something like “Operation Twinning”) and it has been created by Profero to support the opening of a new IKEA store in Milan. The idea is that the 18 years old store located Carugate now has a “twin” in Corsico, and to celebrate the event they’ve launched a competition based around user generated content (of course Users are invited to upload their photo and match it with their favourite Ikea’s product. A very simple concept that is generating a lot of interest and over 1000 submission is just a few days. Those who participate can win Ikea’s vouchers and will see their photo in the Milano’s stores. Five seconds of fame… it’s now banal, but it still works so… why not?
Forsman & Bodenfors has just put online a new promotional website for the Ikea’s closet. Even if the content is only in Swedish, I’m sure you will enjoy the experience. Nice use of video (with a little bit of interactivity) and excellent soundtrack to explore five floors and five different environments furnished with Ikea.
Ikea is online with a new campaign to promote its kitchens. The Swedish Chef is a funny mini-site explaining the secrets of “meatballing” and pancakes. An ironic (but a little bit too long) video unveils the original receipe and a pretty basic competition allows visitors to sign-up and win a party with the Real Swedish Chef cooking and Ikea’s kitchen stuffs worth 1,000 pounds.
This is an old IKEA ad created by Forsman & Bodenfors, Gothenburg. It won the Clio Awards in 2001.
Take a look at this nice campaign by Ikea launched to promote their kitchen range in the UK. The website idea is that the cheaper the kitchen, the less you have to work to pay for it. So, basically, the message is “buy at Ikea, work less, and enjoy your life”! This is definitively a very good example of how online marketing should (try to) be.The concept is brilliant also the advertainment stuffs on the site are engaging and entertaining. You can take a test and check if you’re working too much, you can calculate the hours of work you save by buying at Ikea and you can even get an update on what has happened in the world while you were too busy working. [via Adrants]
Ikea has launched an online campaign in Italy to let people know about its new and bigger store in Brescia. The campaign is online since mid-April, with ads delivered only to people connecting to the Internet from the regions close to the store. International interactive agency Profero took care of the creativity, while Omd Digital did the planning. [News via Pubblicità Italia]
Ikea has launched an online advertising campaign to strengthen its brand and get the attention of new potential customers in Italy. Pubblicit� Italia says the campaign has been developed by Profero. The ads, which highlight the huge range of Ikea’s catalogue, are running on the main Italian portals.
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