Ikea over the years has made a name for itself as a trustworthy and affordable source of stylish home decor. In Russia to promote their new PS 2014 collection they teamed up with Moscow-based agency Instinct to produce a campaign that approached Instagram in an entirely new way.
The Ikea_ps_2014 Instagram account served as their campaign website, with each post representing a product category like Benches or Tables. On tapping the individual category pictures, hidden tags were revealed that offered a “link” to each product within that category. Every one of the 34 items in the collection also received their own Instagram accounts e.g. ps_laptop_station and ps_side_table.
The Instagram app was certainly never meant to be an Ikea catalog website, but this innovative use has its roots in previous brand campaigns. Early this year Mazda and JWT Canada turned the car-maker’s Instagram feed into an interactive road trip, replacing car specs with images and videos that followed the vehicle on an epic adventure. Over the course of four months, the campaign “Long Drive Home” helped grow Mazda Canada’s Instagram following by more than 300%.
Similarly, the Toronto Silent Film Festival turned their feed tsff2014 on its side, creating an interactive timeline complete with factoids and video clips to celebrate Charlie Chaplin’s 100 years on film.
German ad agency Thjnk and production studio I Made This teamed up to create a unique RGB Billboard that revealed different messages depending on the colored lights.
The billboard featured three different messages in three different colors i.e. cyan, magenta and yellow. At night, the billboard was lit up by red, green and blue (RGB) light bulbs, which made the different messages visible depending on the shinning light bulb.
The red showed the cyan text; the green made the magenta text visible; and the blue light revealed the yellow text. With this simple visual trick, the billboard made the most of its limited space and embodied Ikeas’s space-saving message.
Ikea has been innovating every year with their classic paper catalog. In Norway they decided to take this classic paper catalog and make a social media version of it. With zero budget, they asked their 130,000 Facebook and Instagram Fans to post the page of their favourite product on Instagram and add the hashtag #ikeakatalogen, for the chance of winning that product.
As a result, every week someone won the product they posted and within four weeks the whole catalog was available on Instagram.
Last year Ikea re-imagined their catalog via a special visual recognition app that brought its pages and offerings within to life in the form of inspirational videos, designer stories, ‘x-ray’ vision that peeked inside furniture, and more.
Now for their 2014 Ikea catalogue, they have given people the ability to place virtual furniture directly into their homes by simply placing the printed Ikea catalogue where they want the furniture to appear. 🙂
Here are the latest innovations in adshels currently doing rounds on the internet…
Ikea swapped all the regular neon tubes found in adshels around Vienna with their new range of LED lights. This way they made the product the medium and demonstrated that Ikea can turn ordinary things into something extra-ordinary.
Only for children
In an effort to provide abused children with a safe way to reach out for help, a Spanish organization called ANAR, created an ad that displayed a different message for adults and children at the same time.
The ad used a lenticular top layer to show different images at varying angles. So when an adult looked at it they could only see the image of a sad child and the message: “sometimes, child abuse is only visible to the child suffering it.” But when a child looked at the ad, they saw bruises on the boy’s face with a different message: “if somebody hurts you, phone us and we’ll help you” alongside the foundation’s phone number.