IKEA

Who Wants Some Free Electricity?

This is a pretty interesting concept from IKEA’s Space 10 Lab. Think about all the wasted heat in your home from things like appliances, and solar gain. Imagine if you could take that energy and convert it to green electricity for tasks like charging your phone.

Table 1

That is the clever idea behind the Heat Harvest concept designed by Sergey Komardenkov and Vihanga Gore. Komardenkov and Gore are students from the Copenhagen Institute of Interaction and during a two week workshop at IKEA’s Space10 innovation lab they came up with this concept and designed it. Heat Harvest is a concept for a device that can be used either as a stand alone object or be integrated into household items, such as a table, in order to capture wasted heat from our everyday objects and our surroundings and turn it into free, green electricity that can be reused at home. Pretty smart right?

By exploiting basic physics, and putting to use the fact that temperature differences between two surfaces can generate electricity Heat Harvest works. It captures that wasted energy and converts it into a clean energy source. By coupling it with recent developments in nanotechnology it is possible to make the conversion of heat to electricity more efficient than ever. If IKEA actually brings this to market, I’d snap one up in a heartbeat just to get rid of all the power vampires I have charging phones and tablets in my house.

table 2

 

IKEA Virtual Weddings.

OK this is just absolutely brilliant. Thanks to Swedish agency Akestam Holst you can now have a virtual wedding courtesy of IKEA. The new “Wedding Online” is a service where users can choose from a variety of locations, that have been decorated with IKEA products. Designed to showcase the latest and greatest trends from IKEA, the service works by having you connect via Facebook, and then live stream the event to your friends and family. The wedding is recorded and stored online so you can relive the memories again and again. This is absolutely brilliant, and pretty hilarious at the same time. Part of me wants to think this is a joke, but based on some of the amazing promotional stuff IKEA has been doing on the web and in social media lately, I’m pretty sure it’s not.

IKEA’s “BookBook”, Better Than an iPhone.

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.

Get Ready To Be Hypnotized at IKEA.

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.

 

Monday Inspiration. Not So Fast.

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.

“Bed” for IKEA. 90 Seconds of the Tempest.

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.

The Instagram Ikea Catalog.

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.