With IKEA opening in Kansas City later this week, the city is getting blanketed with catalogs. Practically everyone I know has received one in their mailbox in the last two weeks. With the iPhone 6 dropping in about two weeks IKEA has upstaged Apple with a pretty fun spoof on the classic Apple product ad with a new video “Experience the power of a bookbook™”, Created by BBH. This is so spot on to the Apple look and feel for branding and product promotion, and IKEA / BBH simply nail it with a good dose of humor thrown in.
In less than 30 days IKEA is opening here in the Kansas City area. The city has been trying to get an IKEA store for years, so the hype around the grand opening has been pretty hot. I’m a fan of IKEA but I won’t be going to the new store until the hype wears off a bit, and massive crowds settle down. That doesn’t mean I’m not paying attention to the clever IKEA marketing ideas that the company continues to roll out though. About a week ago IKEA launched a new campaign called “The IKEA Time Travel Experiments” as an online video series. The series features customers that get hypnotized and then interact with actors that represent the future.
The two videos below show the trailer, and episode 1 that launched on August 20th. In episode 1 a couple is taken 12 years into the future. The overall theme of the campaign is to try and create an engaging form of entertainment, that captures and holds the online audience, hopefully getting them to engage by clicking through to the IKEA site at the end. With over 200,000 views in a week, the campaign has the potential to go viral. What would be interesting to see is how many people go to an IKEA store in hopes of becoming a participant, or witnessing this live.
So you wanna make a movie., but you don’t have a bunch of money. For a lot of people this would be the end of it. No money, no movie. The thing is though, you don’t need a ton of cash to make a film that looks great, tells a good story, and captivates your audience. The two Vimeo shorts below are a prime example of this. The first is “Not So Fast” by David Sandberg, a staff pick on Vimeo. The second is the behind the scenes film that show how the movie was made with a bunch of IKEA hardware and a Black Magic camera. Now, before you start saying “Oh yeah he had that killer camera, so his film looks amazing”, this could be done with any number of cameras, or probably even your phone. Sure, high dollar gear, and big budgets are nice to have, but not having them shouldn’t stop you from pursuing your goal.
You can’t go wrong with Shakespeare. Keeping in line with IKEA’s “The Wonderful Everyday” campaign, Juan Cabral of MJZ and a crew of 15 from MPC doing the VFX, created a dreamy spot featuring Prunella Scale reading from “The Tempest.” The 30 second spot features a woman falling from bed to bed over london, finally landing softly in her own bedroom as the voice over ends with “we are such stuff as dreams are made of, and our little life is rounded with a sleep”.
Watch the spot closely. There are loads of small details that could be easily missed. 2D creative director Bill McNamara and his team took their time adding detailed matt paintings, embellishments, and composited effects including a rocket plume. The technical and cinematic know how that went into this is pretty astounding. A number of shots were taken of a skydiver where the parachute pack has been painted out in post. Those shots are combined with studio green screen footage and plenty of CGI work. This is one that I hope gets a behind the scenes making of upload to YouTube soon. I’d love to get a closer look at how it was all done.
here is an interesting use of Instagram in terms of advertising without feeling quite so much like an ad or an online catalog.
Ikea Russia created an “Instagram Catalog Website” for a 34 piece designer collection of products. The Instagram account used the tagging feature to promote items and encouraged followers to share images and videos of their own Ikea PS 2014 products using the same hash tags. The campaign snagged over 15,000 followers in less than a week. With the “Instagram Catalog Website” functioning much like a microsite, the cross linking feature allowed each product to build out it’s own Instagram microsite for each product. The social sharing users generate with their own photos tagged with the product’s Instagram name allowed the campaign to go viral.
Oh and the cost was marginal for Ikea Russia.
Whoever is responsible for Ikea’s integrated marketing and digital initiatives deserves a raise. Every time I turn around, Ikea is launching another fun, useful, forward thinking app, website, or digital tool that connects directly to their shop/buy strategy.
The new 2014 catalog app allows you, the shopper, to see just how their furniture would look in your home. The augmented reality catalog works with your tablet or smartphone.
All you have to do is place the catalog on the floor in the place you imagine the new piece of furniture sitting. Then, use the app to select the product that you’d like to see there. The ikea app places the image in the room with the correct perspective and scale.
It’s a great shopping tool, and an app that helps you know what you want before you go to the Ikea store or decide to buy online. Currently the selection of pieces is limited, but since the app is net connected, updates can happen on a regular basis. The video below, while a bit silly, shows the app in action and all the potential it has.
I am actually surprised that no one else has done this yet. Swedish firm, Superfront has hitched their wagon to a solid, simple idea – Lets enhance Ikea storage modules. Superfront designs and manufactures new faces, tops, legs and handles for Ikea Kitchen, bath and bedroom storage modules. They offer you an opportunity to enhance, improve and dress up your current Ikea stuff. This is a great idea, and something that can extend the life of, or breath new life into your investment extending its life.
Everything is made to order by Superfront in Sweden. Then items are shipped directly to the customer. They currently have a showroom for design inspiration in Stockholm, but all sales take place through Superfront’s online store. In addition to the physical showroom, there is additional inspiration via Facebook and Instagram where Superfront has uploaded beautiful lifestyle images and visual feedback from the customers.