It’s Friday, and here is a little food for thought for all my designer friends. This is the keynote speech by Mike Monteiro at Webdange 2015. it’s worth watching. Seriously. Take 45 minutes of your day and listen to what this man has to say.
IKEA has always developed smart, successful advertising for their stores, but the “BERÖRA”, sewing kit for IKEA Norway was a smash success for the company.
To promote the launch of the IKEA iPad catalog for the Norwegian market, IKEA developed a new product called “BERÖRA”; which was a simple sewing kit that allowed people to sew conductive thread into the finger tip of gloves and mittens. The kit allows you to use your gloved hand with the new iPad catalog. Something that is pretty important to people who live in colder climates.
12,000 kits were distributed over a two-week period for free in Norway. This generated a massive amount of online buzz, which pushed the IKEA app to number 1 in the AppStore, and which made the Norwegian IKEA catalog the most IKEA catalog downloaded per-capita in the world.
Not bad for a simple idea, with little overhead. This is a perfect example of ROI.
When advertising something that is fairly abstract like fuel economy, coming up with a memorable concept can be a bit tricky. What I mean by that is, we all know what fuel economy means, but associating it with an actual statistic; and doing it in a way that attracts attention can be a challenge.
To advertise VW’s “BlueMotion” technology a physical and social media campaign for Norway was developed around a BlueMotion automobile. Over the course of a single trip from Oslo, 50,000 online followers tracked the vehicle, and bet on when it would run out of fuel.The person that bet right won the car. The campaign was used one TV commercial to advertise the contest, and the rest spread virally.
Nice Job VW.