| Title | IKEA STÅL KVITTO |
| Brand | IKEA AUSTRIA |
| Product/Service | IKEA METOD KITCHEN |
| Category |
C03. Other Consumer Products (incl. Durable Goods) |
|
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
We wanted to demonstrate: IKEA offers more than just beautiful design. They also offer great quality. IKEA Kitchens even come with a 25-year warranty! To communicate the quality of IKEA products and their amazing durability, we came up with a powerful idea: standard receipts made from fading thermo paper never last as long as our products. So we created the ultimate proof for IKEA quality: the Stål Kvitto. The first receipt, that lasts as long as IKEA products.
Results and Effectiveness
By making the Stål Kvitto available for all buyers of an IKEA kitchen, we sparked a nation-wide discussion about IKEA's great quality with rising numbers of kitchen buyers every day.
Creative Execution
By sending this impressive proof of IKEA quality to our proud kitchen buyers as a mailing, we not only showed appreciation for their purchase and promoted quality: We also whet their appetite for more long lasting IKEA products and amazing IKEA warranties. With our call to action, right inside the mailing, our costumers are easily triggered to check out and buy more of our long lasting IKEA products.
In addition we also announced the Stål Kvitto on our website and social media channels.
Insights, Strategy and the Idea
IKEA is loved by our customers for its design and affordable price, but we needed to make them love IKEA products also for their great quality. The task was to turn existing IKEA clients into brand advocates and make IKEA quality and the 25-year warranty on many products “talk of the town” with a minimal budget.