303Lowe wish you a 'Happy IKEA New Year'
Sure, it may still only be August but the arrival of the new 2013 IKEA catalogue means it's like New Year's for your home."With a new catalogue comes the new year. It's a time for new beginnings. A time for people to get a fresh start in their homes and commit to new resolutions for the year ahead" said Richard Berney, Associate Creative Director at 303Lowe.
The concept around the "IKEA New Year" came from the key insight that the arrival of the annual catalogue is anticipated by many the world over - Perth and Adelaide included. Distributed at the same time every year, this is a time of excitement and renewal for so many.
"The beauty of this concept is how easily it has translated into all channels, from the TVC right down to IKEA New Year resolutions for individual products in-store. It's a truly integrated campaign which has already been very well received" said Nigel Richardson, Marketing Manager, IKEA.
VIEW THE SPOT
The hero catalogue image is featured throughout the campaign that
includes press and print work - including metro and community press,
Adshels, bus backs and taxi backs, online, direct, social media and the
IKEA website. In-store, the firework theme continues on price tags,
point-of-sale and even the till receipt.In the spirit of this New Year, the campaign goes on to inspire "New Home Resolutions" from the pages of the 2013 catalogue. The resolutions theme has been developed for in-store point-of-sale and is supported by four 15-second radio spots where people share their new home resolutions.
Credits
Agency: 303Lowe, Perth
Associate Creative Director: Richard Berney, Steve Straw
Copywriter: Emma Clowes
Art Directors: Mike Sequeira, Liam Riddler
Planner: Alan Taylor
Group Business Director: Rene Migliore
Business Executive: Erin Phillips
Digital Producer: Michelle Vickerstaff
Producers: Chantelle Edwards, Philippa Groom
Digital Developer: Ken Wu
Artworkers: Phil Chapman, Helen King
IKEA Marketing Manager: Nigel Richardson
IKEA Advertising Manager: Natalie Chalmers
Director: Phil Meatcham (Filmgraphics)
Producer: Kate Downie
Post Postproduction: James Hawkes, Tony Bannan, Juan Zubiaga (The
Office of John Cheese)
Music: Nick Gallagher, Michael Fragomeni (Brainestorm)
Sound Sweetening: Brad Habib (Soundbyte)
Onya guys!
Pretty ordinary. Is it me, but i just expect more for a client with a reputation for producing great work. This is anything but that.
Kateo?
All ads are looking pretty cheap lately
Good /average idea but not award winning or something I'd be jealous of
Mmmmm. Changing of the guard. Is this the future?
I like it. Gives you a warm and fuzzy feeling.