303 ask IKEA to pay rent in WA and SA
The second stage of the IKEA 2012 catalogue campaign has launched and marks a pretty radical shift in the traditional catalogue campaign approach for the international brand.
Nigel Richardson, Marketing Manager of IKEA (WA & SA) said “The annual catalogue launch is the pivotal point in the year for IKEA and is key to our marketing program. Historically, the focus is on new products and the campaign runs for just a few weeks. We wanted to focus on the inspiration that comes from the catalogue and encourage people to use it throughout the year. The international theme for the 2012 catalogue is ‘create space’. That was the brief for 303. We are excited by the concept and the collaborative process of developing this with the 303 team has been an open and rewarding one.”
“303 Sydney, 303 Perth and IKEA have worked closely together to make the idea come to life.” said Alan Taylor, MD of 303. “The process of working so closely with a creative and involved client has been great.”
Simon Langley, ECD at 303 said: “The IKEA catalogue is an institution. People anticipate its arrival, get excited about it, read it and then it put it on the shelf. We want it to have pride of place. But, with living costs increasing we figured it only fair that we (or IKEA) should pay our way. This led us to the idea of IKEA paying people to keep the catalogue in their homes by renting the space it occupies through monthly rent cheques, redeemable in-store.”
Digital channels play a crucial role in the campaign mechanic. All users have to do is sign up online at IKEA.com.au, on Facebook or via mobile and they’ll start receiving their rent cheques immediately. The integrated program launched on Sunday and will continue to evolve over the next 12 months.
Credits:
Executive Creative Director: Simon Langley
Associate Creative Director: Richard Berney
Senior Copywriter: Stu Turner
Senior Art Directors: Darren Borino, Mike Sequeira
Group Business Director: Jane Orchard
Business Manager: Kate Somerford
Technical Director: Aaron Collyer
Digital Producer: Michelle Bunday
Producer: Holly Kemp
Artworker: Helen King
Director: Rob Forsyth – Siamese
Producer: Francesca Hope – Siamese
IKEA Marketing Manager: Nigel Richardson
IKEA Advertising Manager: Natalie Chalmers
24 Comments
It’s certainly a different way of looking at it. You’re going to get it regardless so is this an incentive to not throw it in the bin? Apart from the legal line Is there a follow up to explain how it works? Also where’s the connection to the teaser press campaign that was featured on here last week?
It ‘s the most exciting thing my letterbox will see all year but you’re having to bribe me with discounts to keep me from binning it? I thought what made the IKEA catalogue so great was that people looked forward to its arrival and were proud to have it displayed on their coffee tables. Methinks that while this is a novel idea it cheapens the brand.
And of course when it doesn’t work Ikea will start concepting, writing and art directing again and go looking for another “agency that understands our needs”.
Agree with Bjorn. It’s an interesting idea but it’s not very Ikea is it? Overall a bit flat.
But DC – I thought the whole idea behind IKEA was that it was all flat 😉
Love it. Clever idea that is around space in your home. To me that’s very Ikea.
Hmmm is funnier than the commercial.
This is just another retail ad with a nice little creative discount offer. As a sale ad it does the job well enough.
Agreed, it’s not as good as past glories, but times have changed and the Ikea brand has eroded since those glory days when 303 last worked on it. Like most retail clients Ikea is not thinking past next week which is why Meerkats buggered it up.
Remember only a few years ago 303 arrogantly pitched on a competitor and that lead to them be fired from the business. This new marketing department has since fired two other agencies. Just a month into this new relationship safe, conservative retail would be the prudent path to take.
Give 303 time. They would have presented a bunch of better ideas and the client would have chosen this one. Fair enough.
Is the commercial supposed to be funny? It’s not that kind of idea is it?
Hmn. Dav Tabeshfar is listed as a Senior Writer on the national blog, but not here. What’s the story, CB? Did the campaign take four senior creatives, an ACD and an ECD or didn’t it?
I saw the FP press on the front and inside front of my local rag last night …. I’m sorry, but I didn’t understand what they were trying to say. … has anyone else seen the press?
Deano, just seen it in Subi. It’s a four page wrap. Have another go when you get home later.
@informed… I wasn’t aware that press ads were supposed to come with instructions. Shouldn’t a good ad just work on its own?
Bjorn nailed it. Pay me to keep it??? Fux going on here?
Most exciting thing in my letterbox and now you’re paying me to keep it??
Keep this up and the brand will soon be at a bloody one-out graphic designer.
No agency will touch this dog’s body account.
Sorry, but I find it all a bit underwhelming.
Just saw the wrap around in the local newspaper. It is basically a 15% discount sneakily disguised as a way to earn rent.
Hardly creative. So not IKEA. Smacks of the current retail desperation. FAIL.
..if you get rent every month should you declare it to the ATO?
Where is the incentive to not bin the catalogue? I signed up for rent… there’s no link with the catalogue at all… they’re just sending you vouchers for nothing.
Right?
I’m thinking the same thing 7.52…. I’m supposing there’s an incentive to keep the catalogue, ie: each ‘rent cheque’ is only valid by a direct cross-reference to something in the catalogue therefore encouraging you to keep it?
Either way, it seems a complex and somewhat confusing discount/voucher/coupon program.
ps – another thought – is it valid to be concerned with the semantics…. ie; the concept of ‘rent’ (and the associated negatives it’s often associated with) cheapening the quality of the brand? BTW, I am a renter.
Yawn. 303 have had their (second) go. Surely it’s time Gatecrasher, Rare or Brand get to have a chance on this account.
Hey 9.54.
There seems to be a few errors in your list. It’s not all about creativity with Ikea, you know. What happens if they decide that what they really need now is a new innovative business model that involves agency time sheets? Where do they go for THAT???
Just tried clicking on a link from Realestate.com.au to get my rent paid & it took me nowhere – awesome idea!
Just tried clicking on a link from Realestate.com.au to get my rent paid & it took me nowhere – awesome idea!