| Title | IDEALISK |
| Brand | IKEA |
| Product/Service | IDEALISK |
| Category |
E04. Real-time Response |
|
Entrant
|
THE SMARTS Sofia, BULGARIA
|
|
Idea Creation
|
THE SMARTS Sofia, BULGARIA
|
|
Production
|
THE SMARTS Sofia, BULGARIA
|
Credits
| Pavlina Boneva |
The Smarts |
Creative Director |
| Doroteya Slavcheva |
The Smarts |
Copywriter |
| Stoyko Kavaldzhiev |
The Smarts |
Copywriter |
| Lusina Terziyan |
The Smarts |
Graphic Designer |
Background
The new Mac Pro was presented by Apple and everybody noticed that it looks like a... well, like a grater.
Describe the strategy
Few days after the new Mac Pro was revealed, IKEA Bulgaria reacted with an offer - a grater that looks like the Mac. And costs much less money, of course.
Describe the execution
We used IKEA's Facebook page to show our IDEALISK grater, with a headline "designed for apples"... We even changed the name a little bit - to iDealisk.
List the results
The single post on IKEA's Facebook page became a real viral and received a huge response all over the world, gaining positive reaction towards IKEA's great sense of humor.