| Title | PAX CATWALK |
| Brand | IKEA |
| Product/Service | PAX |
| Category |
B02. Use of Ambient Media: large scale |
|
Entrant
|
THJNK Hamburg, GERMANY
|
|
Idea Creation
|
THJNK Hamburg, GERMANY
|
Credits
| Armin Jochum |
thjnk AG |
CCO |
| Gerrit Zinke, Bettina Olf |
thjnk Hamburg GmbH |
Managing Director |
| Bettina Olf |
thjnk Hamburg GmbH |
Executive Creative Director |
| Tamara Fröis |
thjnk Hamburg GmbH |
Creative Senior Art |
| Vita-Viktoria Lubinsen |
thjnk Hamburg GmbH |
Creative Art Junior |
| Dr. Ales Polcar, Sabine Kuckuck |
thjnk Hamburg GmbH |
Creative Director Copy |
| Isabella Jacob |
thjnk Hamburg GmbH |
Creative Copy |
| Verena Diefenbach, Alisa Marie Zopp, Leo Netzband |
thjnk Hamburg GmbH |
Account Manager |
| Caroline Walczok |
thjnk AG |
Art Buying |
| PX Group GmbH |
PX Group GmbH |
Post Production |
The Campaign
With almost 3 meters in heigth and 110 in length, we used an OOH format that stands unique in Stuttgart and
maybe even in Germany. It revealed the benefits of the PAX closet – its nearly endless flexibility and
combinability – to a total of 248.000 passersby each day. Making it a poster campaign that was like no other
in the history of IKEA communication.
Campaign Success
The attention-seeking catwalk installation adorned the highly visible passage from the hall to the rails in
Stuttgart’s central station, measuring 455 square meters. Twenty motives, each showing one of the many
individual solutions that are possible with the endlessly combinable PAX system, were assembled to become
the longest wardrobe of all times. Eight different headlines conveyed the message in a typical Swedish
manner: No matter who you are or what you want to stow away – IKEA’s PAX will handle it.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign gained a variety of magazine and blog reports, as well as numerous entries on social media
with a lot of enthusiastic comments, making the endless PAX closet a successful PR campaign.
Explain why the method of promotion was most relevant to the product or service
The extraordinary placement brought a lot of attention to the brand, illustrating the nearly endless possibilities
of the PAX system to thousands of passersby. People were thus motivated to visit an IKEA furnishing house
as well as the homepage to find inspiration for changing something in their homes.
Today’s society is constantly becoming more individualized. We wanted to show an adaptive system for
people’s individual needs in a place where as many different people come together as hardly anywhere else
in Stuttgart: the central station.