| Title | ASSEMBLY FAIL |
| Brand | IKEA GERMANY |
| Product/Service | ASSEMBLY SERVICE |
| Category |
A07. Use of Print or Standard Outdoor in a Promotional Campaign |
|
Entrant Company
|
THJNK Hamburg, GERMANY
|
|
Advertising Agency
|
THJNK Hamburg, GERMANY
|
Credits
| Armin Jochum |
Thjnk |
Cco |
| Bettina Olf |
Thjnk |
Executive Creative Director |
| Georg Baur |
Thjnk |
Creative Director |
| Torben Otten |
Thjnk |
Creative Director |
| Niko Auf dem Berge |
Thjnk |
Art Director |
| Karl Wolfgang Epple |
Thjnk |
Copywriter |
| Verena Harwege |
Thjnk |
Account Director |
| Victoria Linz |
Thjnk |
Account Manager |
| Hilko Wiegmann |
Thjnk |
Final Artwork |
| Lucie/Lisann |
Lucie/Lisann |
Post Production |
The Brief
Task:
Create a campaign that showcases IKEA’s
assembly service.
Campaign Success
IKEA furniture is actually not all that hard to assemble.
But as everyone knows, you can easily mix up some of
the parts and end up putting it all together back to front.
It can happen to anyone. Even billposters, so it would seem.
Describe the success of the promotion with both client and consumer including some quantifiable results
Perfectly ordinary posters created a viral hit.
But what’s different is that the motifs have evidently been mounted the wrong way round,
as can happen with the products shown. Luckily, that’s where IKEA’s assembly service is happy to help.
Explain why the method of promotion was most relevant to the product or service
With a good old billboard we´ve created a viral hit.