home! mail me! grab RRS 2.0 feed

IKEA Austria: The first IKEA-cinema-catalogue

January 28, 2010 at 07:55 · Filed under Ambient/Outdoor/Direct

We used existing great movies with great actors in which IKEA products are seen accidentally. With a smart and clever trick we directed the people’s attention to the IKEA products. Guerilla promotion teams equipped with powerful portable projectors brought names and prices of IKEA products during the movie on the screen – next to Brad Pitt, George Clooney and other famous actors. This surprising execution fits perfectly to the IKEA principle: surprise the many people with fresh ideas for everybody’s everyday life. After the show we consequently distributed IKEA catalogues in front of the cinema.

Advertising Agency: DDB, Berlin, Germany
Creative Directors: Tim Stübane, Birgit van den VAlentyn
Art Directors: René Gebhardt, Björn Kernspeckt
ECD: Stefan Schulte
CCO: Amir Kassaei
Account Director: Stephen Kimpel
Account Manager: Petrick Baschinski
Graphic: Peter Schönherr, Anke Zink


Vote now!

del.icio.us Digg StumbleUpon Technorati

Web ideas said,

January 28, 2010 @ 09:19

Totally amazing.

Dan said,

January 28, 2010 @ 13:00

I would HATE to pay to watch a movie and then have people projecting stuff at the screen while I watched it.

If that happened to me, I would probably ask for my money back.

Ryan said,

January 28, 2010 @ 13:12

Yeah, this is awful. It’s one thing to take guerilla or viral marketing and place it somewhere an audience might see it in passing, entirely another to force them to take note of it unwillingly while they’re trying to enjoy themselves. There’s lines between art and advertising, choice and force, cool and smartarse – this crossed all of them.

Mathieu said,

January 28, 2010 @ 15:36

Is this really *during* the movie, or is this an ad shown before the movie starts? The Sex and the City movie has been out for quite some time now.

I agree with the posts that this is an awful idea to do with people who’ve paid full price for their tickets. However, if it were an “IKEA sponsored” screening with discounted tickets, it would be just fine. Same idea as an ad in your Gmail inbox.

And it is another abuse of the word “guerilla” … true guerilla activities are done with the bare minimum of permission, often none at all. An extended placement in a movie theatre combined with a solicitation agreement (handing out the catalogues) is hardly guerilla. It is simply clever marketing that gets close to the customer (when Coca-Cola hands out free samples of their new drink in the street, is it “guerilla marketing”?).

For a real guerilla IKEA activity, look to Vancouver where the company sprayed chalk outlines all over town. And got in trouble for it.

However, assuming that these projections were NOT during the actual features and only during advertising, it’s very innovative and a great way of getting an unofficial celebrity endorsement.

IKEA FILM KATALOG | DMN LGSH said,

January 28, 2010 @ 16:16

[...] ibelievinadv.com gibts ein Video, wie das ganze dann ausschaut. Sehr cool. Aber eben. [...]

Paul Crowe said,

January 28, 2010 @ 17:13

Honestly, how was this approved? I wonder how many of the people with flashlights got punched? I hope all of them.

Werbung - so kennen wir IKEA gar nicht | Pimpettes said,

January 28, 2010 @ 17:30

[...] Via I Believe In Advertising [...]

uberVU - social comments said,

January 28, 2010 @ 18:44

Social comments and analytics for this post…

This post was mentioned on Twitter by up2d: IKEA Austria: The first IKEA-cinema-catalogue: [See post to watch Flash video] We used existing great movies with … http://bit.ly/cIWqRr...

Silvio said,

January 28, 2010 @ 18:52

The only way to do that is arrange free projection. Noboy’s want to pay to be borther by a laser light at the cinema.

Tobias said,

January 29, 2010 @ 00:38

amazing

Tweets that mention I Believe in Advertising | ONLY SELECTED ADVERTISING | Advertising Blog & Community » IKEA Austria: The first IKEA-cinema-catalogue -- Topsy.com said,

January 29, 2010 @ 08:54

[...] This post was mentioned on Twitter by PaulCrowe, The Hidden Persuader, DR4WARD, Nathalia Jordão, Pepe Camil and others. Pepe Camil said: IKEA Austria: The first IKEA-cinema-catalogue: [See post to watch Flash video] We used existing great movies with … http://bit.ly/cIWqRr [...]

buttalapasta said,

January 29, 2010 @ 11:12

just awful.

steph said,

January 29, 2010 @ 12:14

That is exactly what brands shouldn’t do.
Let’s thank DDB Berlin for the example.

alecia said,

January 29, 2010 @ 12:18

I am pretty sure Hollywood producers and directors
didn’t give any clearance to allow this…
I am pretty sure it’s a scam and what is worst, a very very bad one

the curious brain said,

January 29, 2010 @ 16:57

This is awful ..and very invasive…. they should get fined or something… people there go to see a movie.. not the crap Ikea is selling ! Honestly there is a limit what you can and cant do and this one just cross the line

http://www.thecuriousbrain.com

guilermo said,

January 30, 2010 @ 18:07

really bad..
i don’t have a problem in general with so called ad fakes.. as long
as they make sense. this is not the case here. really desperate try to
win at award shows, ddb.

Victoria's Secret, Spring Fashion 2010 – Asiaing.com: Free eBooks … | Lingerie Beauty Wisdom said,

January 31, 2010 @ 00:34

[...] I Believe in Advertising | ONLY SELECTED ADVERTISING | Advertising … [...]

Tobias said,

January 31, 2010 @ 21:37

Why should they be desperate? DDB is the leading creative agency in Germany. As far as I know…

What the F... said,

February 2, 2010 @ 02:42

whats wrong with you ddb berlin guys? first you stole an idea last month from heimat. and now this piece of crap. i theres a tranny next to me in the cinema which is fuc.ing up a movie with a laser light i would just tell him to leave the cinema in the next 5 seconds…

EPIC FAIL !!!

Advertising Geniuses « thisisanexperiment. no, really. it is. said,

February 2, 2010 @ 14:16

[...] To see it, click HERE! [...]

Alex said,

February 4, 2010 @ 16:22

Award bullshit.

It’s not real. Good luck getting that Gold Lion guys.

Erotikmagazin Feigenblatt – Das erotische Kulturmagazin für Frauen und Paare »  Von Möbeln und Menschen said,

February 17, 2010 @ 10:31

[...] Dann sind sie a)sehr reich oder b)sehr asuexuell. Alle tun es, auch Hollywood – eine lustige Guerilliakampagne [...]

Все о фильмах » Да, господин министр: Сезон 2 (2 DVD) – Yes Minister 2 DVD said,

February 25, 2010 @ 10:03

[...] IKEA Austria: The first IKEA-cinema-catalogue [...]

RSS feed for comments on this post · TrackBack URI

Leave a Reply