Title	IKEA POWER POSTER
Brand	IKEA AUSTRIA
Product/Service	VARV TABLE LAMP WITH WIRELESS CHARGING / RIGGAD LED WORK LAMP WITH WIRELESS CHAR
Category	A01. Fast Moving Consumer Goods
Entrant	DDB GROUP DÜSSELDORF, GERMANY
Idea Creation	DDB GROUP DÜSSELDORF, GERMANY
Media Placement	GEWISTA Wien, AUSTRIA
Production	E+P FILMS Munich, GERMANY

Name	Company	Position
Dennis May	DDB Group Germany GmbH	Managing Director Creative
Kristine Holzhausen	DDB Group Germany GmbH	Creative Director
Dominika Zajac	DDB Group Germany GmbH	Senior Art Director
Jeannette Bohné	DDB Group Germany GmbH	Copywriter
Sönke Bruns	DDB Group Germany GmbH	Client Service Director
Paloma Baron	DDB Group Germany GmbH	Project Manager
Sigline Kubicek	DDB Group Germany GmbH	Head of TV
Lutz Brucher	DDB Group Germany GmbH	Senior TV Producer
Ilka Kunz	DDB Group Germany GmbH	Group Head Print Production
Yannick Sindt	DDB Group Germany GmbH	Final Artist
Tobias Vauk	DDB Group Germany GmbH	Final Artist

The Campaign

The idea is simple: give power (literally) to the people by letting them experience the new products (wireless smartphone charging stations) and use the moment of excitement to send them directly to the IKEA web shop. But to give people the ultimate product experience we had to bring the products right to them. Therefore we created Austria’s first CLP with built in wireless charging stations by IKEA and placed them where the next plug is far but the need for power is real – at popular bus stops.

Creative Execution

To put the Power Posters in the best possible place we searched for a place where the next plug is miles away but people are bored so the urge to use the phone is big. And we found it: bus/tram stops. For one day people could experience the effortlessness of wireless charging and check out the new product line directly online, while charging. Even though the Power Posters where a unique one-day stunt they got people excited about IKEA’s new products for much longer.

Results

The direct responses to the Power Poster proved our core idea: make people experience great technologies and they’ll love it. Every person using the Power Poster went to the IKEA web page to check out the new furniture line and every person walking by paused to take a closer look at the poster – and the people pointing at it while charging their phones. The Power Poster created a strong product and brand experience that is yet unique for the medium.

With the IKEA Power Poster we created a poster (CLP) that lets users experience the products and gave them the chance to also buy them spot on. By using state of the art NFC technology we send them directly into the IKEA web shop – and right onto the advertised product. This implementation created a call-the-action that required actually no action but holding a smartphone onto the poster.

There’s one thing all smartphone addicts fear: running out of battery power. Knowing that we decided to give them a real product experience that will excite them about a new and stylish way to charge their smartphones. To target people when their need for battery power is huge we went where the next plug is miles away but the urge to use the phone is great. At tram stops. Here we set up the Power Posters. CLPs that power the battery by simply holding the smartphone onto them. But we went one step further and integrated NFC technology that sends the chargers directly online – here they could get more information or buy their new high tech furniture right away.