IKEA SUSTAINABLE CATALOGUE
| Title | IKEA SUSTAINABLE CATALOGUE |
| Brand | IKEA BELGIUM |
| Product/Service | FURNITURE |
| Category |
A05. Use of Ambient Media: Small Scale |
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Entrant Company
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DDB BRUSSELS, BELGIUM
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Advertising Agency
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DDB BRUSSELS, BELGIUM
|
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Media Agency
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INITIATIVE Brussels, BELGIUM
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Production Company
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WHO KILLED JOE? Brussels, BELGIUM
|
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Production Company 2
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GUTENBERG NETWORKS Brussels, BELGIUM
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Production Company 3
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ESCAPE EVENT Kampenhout, BELGIUM
|
Credits
| Miguel Aguza |
IKEA |
Country External Communication Manager |
| Peter Jongert |
IKEA |
|
| Peter Ampe |
DDB BRUSSELS |
Executive Creative Director |
| Odin Saillé |
DDB BRUSSELS |
Creative Director |
| Antoinette Ribas |
DDB BRUSSELS |
Art Director |
| Gregory Ginterdaele |
DDB BRUSSELS |
Copywriter |
| Francis Lippens |
DDB BRUSSELS |
Account Director |
| Kaat De Brandt |
DDB BRUSSELS |
Account Manager |
| Astrid De Paep |
DDB BRUSSELS |
Account Executive |
| Dominique Poncin |
DDB BRUSSELS |
Strategic Director |
| Maarten Van Daele |
DDB BRUSSELS |
Strategic Planner |
| Charles Kaisin |
|
Graphic Designer |
| Coraline Barbé |
DDB BRUSSELS |
Studio |
| Brigitte Verduyckt |
DDB BRUSSELS |
Agency Producer |
Brief Explanation
Simply put, IKEA home furnishing is beautiful, functional and affordable. IKEA stores use the IKEA product range to create solutions that are relevant and affordable to consumers in their local market.
These solutions contribute to how people live. And more importantly, to how they want to live. It is all about creating beautiful homes to love. Homes that make everyday life a little better.
Results and Effectiveness
IKEA's KÜSS success is part of a commitment to "sustainable". Sustainability is often associated with constraints. The KÜSS is the opposite. Like IKEA makes design for everyone, the KÜSS is an ecological gesture for everyone.
With this design idea that takes inspiration from everyday life, customers were able to feel "Recycling, made by IKEA" in a playful, practical and beautifully designed way.
IKEA fans and design bloggers went crazy for it. Store traffic increased by 14% during the launch, and on D-Day sales in- creased by 18%. All of the cushions were picked up on day 1. IKEA doesn’t want this to be a one-off: the action will be repeated next year in a different form, creating an annual momentum.
Creative Execution
The IKEA catalogue is the most widely distributed publication on the planet.
So when the 2016 catalogue was released, IKEA sought a way to recycle the old one and reduce its ecological foot- print. IKEA Küss is a beautiful pillowcase, designed by Belgian designer Charles Kaisin, filled with the shredded pages of the 2015 catalogue. You can now read the new catalogue, while resting your head on the old one.
Insights, Strategy and the Idea
IKEA launched the initiative via their owned media and sent DM with a preview of the KUSS cushion to highly targeted bloggers and influencers.
Mostly current IKEA fans and clients were invited to participate and come to the IKEA stores to collect their KUSS cushion.