| Title | IKEA STÅL KVITTO |
| Brand | IKEA AUSTRIA |
| Product/Service | IKEA METOD KITCHEN |
| Category |
A04. Promotional Item Design |
|
Entrant Company
|
DDB GERMANY HAMBURG, GERMANY
|
|
Advertising Agency
|
DDB GERMANY HAMBURG, GERMANY
|
|
Production Company
|
BLM FILMPRODUKTION Hamburg, GERMANY
|
|
Production Company 2
|
OPTIX DIGITAL PICTURES Hamburg, GERMANY
|
|
Production Company 3
|
LOFT TONSTUDIOS Hamburg, GERMANY
|
Credits
| Eric Schoeffler |
DDB Group Germany GmbH |
Chief Creative Officer |
| Fabian Roser |
DDB Group Germany GmbH/Hamburg |
Managing Director |
| Christian Backen |
DDB Group Germany GmbH/Hamburg |
Managing Director |
| Fabian Roser |
DDB Group Germany GmbH/Hamburg |
Executive Creative Director |
| Nicolas Schmidt-Fitzner |
DDB Group Germany GmbH/Hamburg |
Creative Director |
| Jan-Hendrik Scholz |
DDB Group Germany GmbH/Hamburg |
Creative Director |
| Christian Baur |
DDB Group Germany GmbH/Hamburg |
Senior Art Director |
| Thimon Machatzke |
DDB Group Germany GmbH/Hamburg |
Senior Copywriter |
| Eva Schramm |
DDB Group Germany GmbH/Hamburg |
Art Director |
| Tim Cantow |
DDB Group Germany GmbH/Hamburg |
Copywriter |
| Vitali Wachramejew |
DDB Group Germany GmbH/Hamburg |
Junior Art Director |
| Nicolas Berg |
DDB Group Germany GmbH/Hamburg |
Junior Copywriter |
| Sönke Bruns |
DDB Group Germany GmbH/Hamburg |
Client Service Director |
| Petra Ahrens |
DDB Group Germany GmbH/Hamburg |
Senior TV Producer |
| Ilka Kunz |
DDB Group Germany GmbH/Hamburg |
Group Head Print Production |
| Frank Papenbroock |
blmfilm GmbH |
Director |
| Katrin Weber |
blmfilm GmbH |
Producer |
| René Richter |
blmfilm GmbH |
Camera |
| Andreas Drewling |
Loft Hamburg |
Music |
| Paul Holaschke |
IKEA Austria GmbH |
Marketing Manager |
Brief Explanation
IKEA is a multinational group of companies that designs and sells ready-to-assemble furniture made for the many people. The brand is especially known for its beautiful design.
The Brief
We wanted to show: IKEA offers more than beautiful design. IKEA also offers great quality! That’s why IKEA grants a 25-year warranty on one of its most used products: IKEA kitchens. But: nobody knows about this 25-year warranty, which is also granted on many other products. The brief was to change the low quality perception and to communicate the 25-year warranty as a proof.
How the final design was conceived
Standard receipts made from fading thermo paper never last as long as our products. To advertise the quality of IKEA products and their amazing warranties, we came up with a powerful design idea – and created the ultimate proof of IKEA quality: the Stål Kvitto. The first receipt, that lasts as long as IKEA products –
laser engraved, impact-resistant sealed and made from steel. Of course neatly wrapped in our characteristic flat packs. A solid proof of IKEA quality, that our proud kitchen buyers can see and feel right in their hands.
Indication of how successful the outcome was in the market
With our idea, we created not only a driver for sales: but also changed the perception of IKEA quality, with existing and new customers.
By making the Stål Kvitto available for all buyers of an IKEA kitchen, we sparked a nation-wide discussion about IKEAs great quality with rising numbers of kitchen buyers every day.