IKEA and Perth advertising agency 303 recently promoted the IKEA 2009 catalogue with an innovative ambient marketing execution connecting with the September verge-side bulk rubbish collection. The catalogue’s distribution coincided with the local councils’ junk collections in which residents disposed of old furniture and other bulky items on the verges outside their homes. The marketing team saw this as an opportunity to reinforce the central message of the campaign that “change is good.”
Printed A4-sized “Change is Good” stickers were placed on over 600 discarded sofas, chairs, mattresses, wardrobes and other pieces of furniture, in key suburbs of Adelaide. At the end of the collection period, a full page IKEA Catalogue ad ran in community newspapers which covered the collection areas.
This newspaper ad features a chair that has been collected in one of the suburbs, with a letter from its “owner” who, having decided change is good, has gone to IKEA. To complete the guerrilla activity, copies of the letter were placed on selected sofas in the target areas.
The ambient activity was documented and a selection of images were uploaded to a “Change is Good” channel on the popular social photography network website, Flickr.
The ‘Change is good’ campaign, comprising of TV, press and ambient marketing, sits under the “Love where you live” positioning created by 303 and IKEA, that was used to open the new Perth store earlier this year. ‘Love where you live’ takes IKEA products out of the store and into the homes of the people who buy them.
The Change is Good campaign was developed at 303 by creatives Mark Fretten and Richard Berney, with IKEA marketers Beni Hansen and Laura Radovan.