Title	FURNITURE ASSEMBLY. THE RADIO CAMPAIGN FOR IKEA.
Brand	IKEA DEUTSCHLAND GMBH & CO. KG
Product/Service	IKEA ASSEMBLY SERVICE
Category	D03. Single Market Campaign
Entrant	GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation	GRABARZ & PARTNER Hamburg, GERMANY
Production	STUDIO FUNK Hamburg, GERMANY
Production 2	KIDS IN A CANDY STORE Dusseldorf, GERMANY
Additional Company	IKEA GERMANY Hofheim-Wallau, GERMANY

Name	Company	Position
Ralf Heuel	Grabarz & Partner	Chief Creative Officer
Roman Jonsson	Grabarz & Partner	Group CD
Julijus Rebic	Grabarz & Partner	Group CD
Dominique Bremer	Grabarz & Partner	Account Manager
Judith Uhrlau	Grabarz & Partner	Agency Producer
Roman Jonsson	Grabarz & Partner	Group CD
Julijus Rebic	Grabarz & Partner	Group CD
Tobias Vogler	IKEA Deutschland GmbH & Co. KG	External Communication Manager
Nica Söderlund	IKEA Deutschland GmbH & Co. KG	Marketing Manager
Torsten Hennings	Studio Funk GmbH u. Co. KG	Sound Engineer
Carsten Berlin	Studio Funk GmbH u. Co. KG	Casting
Torsten Hennings	Studio Funk GmbH u. Co. KG	Sound Engineer
Roman Jonsson	Grabarz & Partner	Group CD
Tobias Bürger	kids in a candy store	Composer
Julian Prießen	kids in a candy store	Composer

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

Assembling furniture can be hard: sometimes everything seems to land in the wrong place, no matter how hard you try. To show how IKEA’s assembly service easily solves this problem, radio different a campaign created we with three spots. Sorry, we meant: we created a radio campaign with three different spots. To appeal to music, TV, and movie fans, we recorded a campaign in three popular genres and jumbled up their words. Creating spots as messy as any attempt to set up furniture by yourself. The results were three spots that amused and confused listeners in equal measure. Until the IKEA assembly service put them back in the right order.

Cultural / Context information for the jury

Our customer base likes to be entertained: whether it’s in the form of TV, film or music, entertainment is becoming a bigger and bigger priority in the lives of our target groups. That’s why our campaign focused exclusively on entertainment furniture and used genres that our target groups could already relate to. Resulting in spots that matched even our listener’s high standards for media.

Script. Provide the full radio advert script in English.

Funkspot „Soap Opera“ SFX: Screwdriver. Woman: You can child your marry, Lars not. (sniff) Nooo! Anna! I am pregnant with! SFX: Screwdriver. Woman: Child, nooo! You can Anna Lars not pregnant. (sniff) With am I marry your! Ikea Off: Find it hard to set up your TV furniture? Just ask the Ikea Assembly Service! SFX: Screwdriver. Woman: Nooo, Lars! (sniff) You can not marry Anna! I am pregnant with your child! Ikea Off: Make an appointment now at your local Ikea store or at ikea.de. Funkspot „Action Movie“ SFX: Screwdriver. Man: (Shot) I’m dirt, (Shot) you take gonna this, you bags! And down take this! SFX: Screwdriver. Man: Take down! Take you! (Shot) You bags and dirt gonna I’m! This! (Shot) This! Ikea Off: Find it hard to set up your media furniture? Just ask the Ikea Assembly Service! SFX: Screwdriver. Man: Take this! (Shot) And this! (Shot) I’m gonna take you down, you dirt-bags. Ikea Off: Make an appointment now at your local Ikea store or at ikea.de. Funkspot „German Pop Hit“ SFX: Screwdriver. Female singer: Just fire. It been there had over. I before feel the is cold, when. SFX: Screwdriver. Female singer: Feel over. Before is it when cold, there had the been I just fire. Ikea Off: Find it hard to set up your music furniture? Just ask the Ikea Assembly Service! SFX: Screwdriver. Female singer: It is over. I just feel the cold, when there had been fire before. Ikea Off: Make an appointment now at your local Ikea store or at ikea.de.

Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.

Germans have a peculiar taste in genres: we like our entertainment big and brash, even if (or because?) it can be a little bit cheesy sometimes. That’s why our campaign works with scenarios from three genres that Germans are especially fond of: old-school action movies, campy soap operas, and our most cherished national heritage: “Schlager”, a type of schmaltzy German pop.