| Title | KALLAX REAL TIMER |
| Brand | IKEA |
| Product/Service | IKEA JANKI/IKEA TARGÓWEK |
| Category |
B03. Use of Outdoor |
|
Entrant
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GREY WORLDWIDE WARSAW, POLAND
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Idea Creation
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GREY WORLDWIDE WARSAW, POLAND
|
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Media Placement
|
MEC Warsaw, POLAND
|
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Additional Company
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IKEA RETAIL Raszyn, POLAND
|
Credits
| Jakub Korolczuk |
Grey Group Poland |
Executive Creative Director |
| Rafał Ryś |
Grey Group Poland |
Deputy Creative Director |
| Mirosław Charkot |
Grey Group Poland |
Creative Head BTL & Design |
| Paweł Cholewa |
Grey Group Poland |
Art Director |
| Mateusz Gaca |
Grey Group Poland |
Copywriter |
| Małgorzata Łoza |
Grey Group Poland |
Account Director |
| Klaudyna Saczuk |
Grey Group Poland |
Account Manager |
| Weronika Sołtysiak |
Grey Group Poland |
Strategic Planner |
| Gustaw Jakubowski |
IKEA Retail Sp. z o.o. |
Regional Marketing Manager |
| Barbara Lehwark |
IKEA Retail Sp. z o.o. |
Local Marketing Specialist |
The Campaign
It is said that people won't believe until they see something with their own eyes. So we decided to literally show them, that now they can get to IKEA stores in time shorter than ever. We showed them the truth by exposing real time they needed to get to IKEA.
Creative Execution
IKEA creates furniture and products that everyone can use in many different ways. We decided to use two of them to make a timer visible even from a long distance. Thanks to KALLAX cabinet and LEXMAN boxes we created KALLAX REAL TIMER. How? Boxes would create digits when placed on exact spots on the shelves of the cabinets, so that drivers can read them as clock. KALLAX REAL TIMERS showed the estimated time to get to the nearest IKEA mall in Warsaw from place they were placed. IKEA crew updated time according to Google Maps and they made it more than three hundred times during whole campaign.
Increase in visitations (ratiotoother stores average) for March
Benchmark 102.5%
Result 106.9%
Increase in share of transactions (total city and key districts) for March
Benchmark 48.90%
Result 49.64%
KALLAX 147x147 family over performence in sales during campaign
Benchmark 118%
Result 128%
Amount of buzz generated through the campaign
•cumulative online reach - 885412 people
•cumulative online mentions - 3 514 interactions
The communication was mainly directed to the drivers. That’s why we put a main message on the busiest crossroads on the on the way to the IKEA Janki and IKEA Targówek stores.
Insights, Strategy and the Idea
Abbreviation of the mental distance to the IKEA stores. Change in the perception of the way. Now is shorter and more pleasant than it was perceived.