| Title | SMALL SPACE SITTING |
| Brand | IKEA DEUTSCHLAND GMBH & CO. KG |
| Product/Service | IKEA |
| Category |
B02. Use of Ambient Media: large scale |
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Entrant
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GRABARZ & PARTNER Hamburg, GERMANY
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Idea Creation
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GRABARZ & PARTNER Hamburg, GERMANY
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Media Placement
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IT'S US MEDIA Berlin, GERMANY
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Production
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STUDIO FUNK Hamburg, GERMANY
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Additional Company
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IKEA GERMANY Hofheim-Wallau, GERMANY
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Credits
| Ralf Heuel |
Grabarz & Partner |
Chief Creative Officer |
| Tobias Ahrens |
Grabarz & Partner |
Creative Group Head |
| Florian Kitzing |
Grabarz & Partner |
Group CD |
| Jakob Eckstein |
Grabarz & Partner |
Creative Director |
| Matthias Preuss |
Grabarz & Partner |
Creative Director |
| Mark Köhler |
Grabarz & Partner |
Art Director |
| Justus von Engelhardt |
Grabarz & Partner |
Art Director |
| Tobias Lehment |
Grabarz & Partner |
Art Director |
| Roman Gola |
Grabarz & Partner |
Art Director |
| Felix Hoffmann |
Grabarz & Partner |
Art Director |
| Claudius Sperling |
Grabarz & Partner |
Copywriter |
| Lisa Weibezahl |
Grabarz & Partner |
Copywriter |
| Jennifer Allgeyer |
Grabarz & Partner |
Account Manager |
| Kristi Bajrami |
Grabarz & Partner |
Account Manager |
| Franziska Schlör |
Grabarz & Partner |
Account Manager |
| Jörg Nagel |
Grabarz & Partner |
Production |
| Judith Uhrlau |
Grabarz & Partner |
Agency Producer |
| Heiko Klauer |
IKEA Deutschland GmbH & Co. KG |
Marketing Manager |
| Eva Katharina Rücker |
IKEA Deutschland GmbH & Co. KG |
Marketing Co-ordinator |
The Campaign
The idea was to promote IKEA’s furniture and the brand’s philosophy. For this we took posters – that usually only show furniture – and made them experienceable. Our specially designed CLPs turned Small Space Living into Small Space Sitting – inviting people to actually take a seat in a poster for the first time. So we surprised Berlin’s passers-by with a special ambient medium and let them discover space where no space was before. Proving that with smart ideas any space can be turned into a great place – even small advertising space.
Campaign Success
With the help of a designer we let ordinary CLPs become something that is more than just a poster. Therefore, we covered our specially designed CLPs with a special, highly flexible fabric. From afar they appeared to be ordinary CLPs promoting a chair or couch. From close up however people quickly discovered that they could actually take a seat in them – as if the furniture was directly build into the poster. During a two-week promotion the Small Space Sitting City-Light-Posters were set up at much frequented places all over Berlin.
Describe the success of the promotion with both client and consumer including some quantifiable results
During the campaign our Small Space Sitting City-Light-Posters were set up at much frequented places like Berlin central station, close to the Federal Assembly, in malls and on the streets. So thousands of people got the chance to see and try out our posters. Right away Berlin’s passers-by curiously interacted with them and took a seat. They not only enthusiastically took pictures and shared the idea on social media but also got inspired to use their own housing space cleverly – with the help of IKEA’s smart and flexible furniture. But most of all we did not only talk about the brand’s Small Space Living philosophy but made it experienceable in our small advertising space.
Explain why the method of promotion was most relevant to the product or service
Our specially designed CLPs did more than just promote IKEA’s furniture. They literally offered people a seat and space where they did not expect it. Allowing them to actually sit in a poster for the very first time. Our promotion proved that while apartments in big cities get smaller, furniture does only have to get smarter. By taking a well-known, traditional medium for outdoor promotion and turning it into something new and extraordinary. Something people could experience and interact with all over Berlin: the Small Space Sitting City-Light-Posters by IKEA. Thus inviting them to actually experience IKEA's small-space-living philosophy.
We wanted to show that with smart ideas even the smallest space surprisingly provides enough space for something great. So we made IKEA’s brand philosophy experienceable and turned Small Space Living into Small Space Sitting. In our campaign people could not only see but experience how easy it is to make much out of little. And we showed all of Berlin that a great place does not have anything to do with space.