IKEA and 303 launch 2012 catalogue anticipation campaign in WA and South Australia
This week, IKEA and 303 launched the anticipation phase of the 2012 catalogue campaign with a series of quirky press ads appearing in WA and SA.
‘The most exciting thing your letterbox will see all year’ press campaign is a fun take on the everyday observations of a letterbox.
303’s Richard Berney said: “It’s great to be back working with IKEA. This campaign is about creating excitement around the coming delivery of the catalogue. It’s a little ode to life in the Aussie ‘burbs, and the ubiquitous letterbox.”
Catalogue delivery commences this Sunday, and will be followed with the next ‘Out now’ phase of the campaign.
Creative Team: Richard Berney, Lindsay Medalia
Photographer: Allan Myles
Business Director: Jane Orchard
IKEA: Nigel Richardson, Natalie Chalmers
11 Comments
Anticipation campaign?
WTF
Its just a catalogue!
One that the rest of the world has previewed & seen.
And we in the west are still waiting.
In the process of teasing (oh sorry anticipating) you can keep people waiting too long.
Which can smack of arrogance.
Just get on with it!
I’m sure the tv campaign to launch it will be better than these. Why on earth would 303 pr these lame ads?
These are pretty good!
why waste time delivering the catalogues to letterboxes when many people who get them don,t want them and throw them away and people who really want them have to wait for the delivery to their suburb or may not even get them at all. Don’t waste precious time and energy, just get them into the store where those that like IKEA can pick them up when they visit. If you can’t get to the store easily then IKEA should post them on request. Could probably save heaps on delivery costs.
IKEA – One of the most recognisable brands in the world which has made its owner the richest man in the world, thanks to a revolutionary model that has redefined retail.
frustrated@1.32 – ad hack reading the blog in perth.
I think I’ll go with what Ikea thinks best. But thanks for the input frustrated.
Bitter chaps?
@ Frustrated1.32
The IKEA catalouge is delviered by every IKEA store worldwide at a simliar time and delviered on mass to every available residential address. I think they know what they are doing. I also belvie it is in the top 3 print runs in the world up there with the bible! probably contributes to them being one of the most recognisable brands in the world and a very very successful company…..
I like ’em. Nice simple idea with nice shots. Campaign doesn’t try too hard and works for me.
1.32 has a point. From an ecological point of view, everyone involved is going to burn in a fiery hell for eternity. Nicely shot, though
I can’t wait for the ikea catalogue so think this anticipation campaign is a great idea.
It would be nice if it was actually delivered into a letterbox.
Mine – thrown on the driveway, as with everyone’s in the suburb. Never made it near the letterbox.