LITERARY CRITIC REVIEWS IKEA CATALOGUE
| Title | LITERARY CRITIC REVIEWS IKEA CATALOGUE |
| Brand | IKEA SCHWEIZ |
| Product/Service | FURNITURE STORE |
| Category |
E01. Social Video |
|
Entrant Company
|
WIRZ BBDO SWITZERLAND Zürich, SWITZERLAND
|
|
Advertising Agency
|
WIRZ BBDO SWITZERLAND Zürich, SWITZERLAND
|
|
Production Company
|
BIGFISH FILMPRODUKTION Berlin, GERMANY
|
Credits
| Livio Dainese |
Wirz/Bbdo |
Executive Creative Director |
| Fernando Perez |
Wirz/Bbdo |
Executive Creative Director |
| Michael Schmidt |
Wirz/Bbdo |
Creative Director |
| Caspar Heuss |
Wirz/Bbdo |
Creative Director |
| Wolfgang Bark |
Wirz/Bbdo |
Copywriter |
| Luca Schneider |
Wirz/Bbdo |
Art Director |
| Sebahat Derdiyok |
|
Agency Producer |
| Sascha Kuznia |
Bigfish |
Director |
| Sebastian Cordes |
Bigfish |
Producer |
| Petra Dreyfus |
Wirz/Bbdo |
Managing Director |
| Yves Rückert |
Wirz/Bbdo |
Account Supervisor |
| Livia Wanner |
Wirz/Bbdo |
Account Director |
| Mikael Pilblad |
Ikea Schweiz |
Marketing Manager Switzerland |
| Katrin Polzer |
Ikea Schweiz |
External Communication Manager |
| Aurel Hosennen |
Ikea Schweiz |
Country Pr/Communication Manager |
| Alexander Gligorijevic |
Ikea Schweiz |
Pr Manager |
| Annelies Bühler |
Ikea Schweiz |
Campaign Leader |
Creative Execution
Hellmuth Karasek's IKEA catalogue review is an almost 5 minute long online film. It is deliberately slow paced, with long uncut sequences, to support its authentic feel. To reach as wide an audience as possible we invited a number of Swiss off- and online journalists to a press conference and gave them a first look at film. From there it spread very rapidly.
The online film went viral just before the IKEA catalogue launch. Within 48 hours it becoming a trending topic on twitter. All relevant Swiss on- and offline newspapers and media around the world including leading publications like Frankfurter Allgemeine Zeitung and Time Magazine featured the story and embedded the video. It became a trending topic on twitter. Ultimately, approximately 230 million people got the message.
Every autumn, the new IKEA catalogue comes out. That is taken for granted by now. And its general content is also not particularly surprising anymore.
To get people to think and talk about this year's launch, our campaign focused on the catalogue itself. We called it the world's most read book, based on its print run which by far exceeds that of the bible. And we got the doyen of German speaking literary critics to deliver the first critical analysis of this work.