Title	IKEA POWER POSTER
Brand	IKEA AUSTRIA
Product/Service	VARV TABLE LAMP WITH WIRELESS CHARGING / RIGGAD LED WORK LAMP WITH WIRELESS CHAR
Category	B03. Use of Outdoor
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. Also we designed the posters in a way that every user became part of the ad. People “sticking” to the posters, pointing towards the headline created extra attention that lead to even more users.

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. Also we wanted them to have some spare time to kill. 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.

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 CLP that does way more than just showing a product – but offers a real product experience. By simply holding their smartphones against the poster users could experience new IKEA furniture pieces that wirelessly charge their phones. And even more: due to NFC technology we also gave them the chance to buy the products on spot, without having to take any action, as the web page would open automatically while charging. Also the Power Poster worked exactly where power is needed most: at a bus stop, far away from the next plug.

Insights, Strategy and the Idea

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. From a media planning point of view we knew we had to target people who are in a waiting situation, so their need for battery power is high, while they have a bit spare time to try something new. So we wet for bus/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 would send the chargers directly online – where they could get more information or buy their new high tech furniture right away.