| Title | IKEA BLUE BOX GRAFFITI |
| Brand | IKEA BELGIUM |
| Product/Service | STREET ART COLLECTION |
| Category |
A07. Use of Print or Standard Outdoor in a Promotional Campaign |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Production Company
|
WENNEKER Ghent, BELGIUM
|
Credits
| Miguel Aguza |
IKEA |
Country External Communication Manager |
| Peter Jongert |
IKEA |
|
| Peter Ampe |
|
Executive Creative Director |
| Tim Arts/Stefan van den Boogaard |
Ddb Brussels |
Creative Team |
| Tim Arts |
DDB BRUSSELS |
Creative |
| Stefan van den Boogaard |
DDB BRUSSELS |
Creative |
| 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 |
| Michael D'hooge |
DDB BRUSSELS |
Content/Insight Planner |
| Brigitte Verduyckt |
DDB BRUSSELS |
Agency Producer |
| Emily Rammant |
Wenneker |
Executive Producer |
| Cris Jansen |
Wenneker |
Producer |
| Sander Vandenbrouck |
Wenneker |
Director |
| Andreea Buescu |
Ddb Brussels |
Webdesigner |
| Nada Al-Kadi |
Ddb Brussels |
Digital Producer |
| Sebastien Tirot |
Ddb Brussels |
Studio |
The Brief
IKEA asked us to launch their street art collection. IKEA is generally respected for its Home Furnishing knowledge, but with the 2015 Street Art Collection they took a step out of their comfort zone. Authenticity & credibility are fundamental to Street Art. In the development of the collection, IKEA managed to maintain this authenticity & earn the trust of 12 respected street artists. IKEA could not advertise Street Art as it was a limited collection of coffeecups. That’s why we integrated this credibility & authenticity of street art in the campaign itself.
Campaign Success
There were no Belgian street artists involved in the Street Art Collection. That’s why we called out one of Belgium most famous street artist to be a part of the collection. IKEA publicly challenged street artist Bué The Warrior via a video on IKEA Belgium’s Facebookpage. Bué would get to use their iconic blue storefront as his canvas. Bué The Warrior took on the challenge, tagging the building in the weekend, overnight. He broadcasted a making-of video. His piece was printed on a limited edition scale and part of a give-away contest.
Describe the success of the promotion with both client and consumer including some quantifiable results
Authenticity & credibility are fundamental to Street Art. In the development of the collection, IKEA managed to maintain this authenticity & earn the trust of 12 respected street artists. IKEA could not advertise Street Art as it was a limited collection of coffeecups. That’s why we integrated this credibility & authenticity of street art in the campaign itself. IKEA got to connect with the 18-35 consumer segment. And were able to re-frame the general brand perception of IKEA: from functional & expected to highly emotional & surprising.
• Seen by 1,9M people on FB
• Seen by 210k people in real life
• Almost unanimous positive buzz
• Sales forecast exceeded with more than 100%
• 500 signed copies available over 5 days … Gone in 15 minutes
Explain why the method of promotion was most relevant to the product or service
Our campaign had a double goal: install IKEA as a credible store to buy street art and actually make people embrace street art in their homes. What better way for IKEA than make a bold statement and give away their iconic blue storefront to a street artist. Visitors of Belgium’s biggest IKEA were surprised by a 100 square meter piece on the IKEA building, persuading them to check out the collection inside.