| Title | SAVE LA FRESCA |
| Brand | IKEA IBERICA |
| Product/Service | FURNISHING |
| Category |
A01. Use of Promotional Events & Stunts |
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Entrant Company
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PUBLIP'S Valencia, SPAIN
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Advertising Agency
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PUBLIP'S Valencia, SPAIN
|
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Media Agency
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TINKLE Madrid, SPAIN
|
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Production Company
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VESSMEDIA Valencia, SPAIN
|
Credits
| Luis Piquer |
Publip's S.a. |
Director |
| Davide Butazzoni |
Publip's S.a. |
Account Supervisor |
| Rafael Pomares |
Publip's S.a. |
Creative Director |
| Jorge Cervera |
Publip's S.a. |
Art Director |
| David Cloquell |
Publip's S.a. |
Agency Producer |
| Victor Suñer |
Vessmedia |
Associate Producer |
| Ernest Huart |
Publip's S.a. |
Producer |
| Víctor Roca |
Publip's S.a. |
Account Director |
| Fernando Grau |
Publip's S.a. |
Media Manager |
| Mar Calbo |
Publip's S.a. |
Creative Director |
| Roberto Blasco |
Publip's S.a. |
Photographer |
The Brief
IKEA wants to get an emotional bond with the citizens of the areas where they have a store. For this reason , eventually they perform actions of street marketing linking the brand with the traditions and customs .
Campaign Success
If there was anybody capable of filling our streets back with chairs, that would be IKEA.
IKEA wants to get an emotional bond with the citizens of the areas where they have a store. For this reason , eventually they perform actions of street marketing linking the brand with the traditions and customs . Refill the Spanish streets of chairs with people A LA FRESCA is one of the best actions that could be performed IKEA in the current situation.
Describe the success of the promotion with both client and consumer including some quantifiable results
The viral video of the action was top five in youtube. And social networks were filled with messages of support immediately , with more than 6,000 posts shared .
The action made ??headlines in the mainstream media and blogs in the country and , most importantly , we got back to fill the streets with people A LA FRESCA .
Explain why the method of promotion was most relevant to the product or service
If there was anybody capable of filling our streets back with chairs, that would be Ikea.
In order to save one of the most important spanish traditions IKEA created the platform "SAVE LA FRESCA"
We designed a special edition chair. A chair inspired by those that were traditionally used for "la fresca", and with a message that invited people to continue enjoying this wonderful habit. We sent scores of chairs to the media and bloggers, who quickly picked up the story.
We travelled around the streets of Spain's main cities, awarding everyone who still kept this tradition alive with a new chair. We launched a viral video that invited people to join this movement. And we built a campaign with one goal: to continue enjoying our character, our climate and our FRESCA .