To celebrate the launch of IKEA’s 2018 edition of its catalogue, Adshel and ARN have joined forces to deliver a new campaign that recreates an IKEA living room display complete with comfy lounge seating at bus shelters in Sydney and Perth.
The on-site activations put a full-size living room on the streets for commuters to enjoy at Adshel sites on Enmore Road in Sydney’s Newtown and St George’s Terrace in Perth.
The feeling of walking into an IKEA store is recreated through Adshel Immerse, with special-builds featuring the look and feel of an IKEA display lounge-room, complete with patterned floor decals replicating the KRONGE rug, and replicas of the IKEA VIMLE sofa and EKET cabinet filled with IKEA home decoration and copies of the new IKEA catalogue.
The out-of-home media layer allows reach and frequency access to key audiences in prime commuter locations, while entertaining commuters with an immersive execution. The execution is part of a national integrated campaign including TV, online video and radio.
From this morning, IKEA representatives and KIIS Network street teams will take to the streets onsite to entertain and engage, handing commuters the IKEA catalogue and giving away Opal and Smart Rider cards.
Peter Moore, external communications and media manager at IKEA, said: “We were excited to partner with Adshel to showcase our products and the 2018 IKEA catalogue launch message in an impactful way.
“As an emphasis of this year’s catalogue related to life in and around the living room, working with Adshel on these special-build activations allowed us to convey this theme in an engaging and fun way, whilst providing commuters with a comfortable and functional space.”
Adshel’s sales and marketing director, David Roddick, said: “The cross-platform use of two of HT&E companies builds an exceptionally strong campaign, giving scale to the IKEA message.
“This campaign truly demonstrates the flexibility and impact Adshel Immerse offers advertisers.”
The IKEA and KIIS Network street teams can be found on both Enmore Road in Newtown and St Georges Terrace in Perth today between 7:30am and 8:30am.
The campaign will be live until Sunday 17 September across Adshel Immerse and until Sunday 15 October nationally across Adshel Street Furniture. The campaign is also running across ARN’s KIIS and Pure Gold networks until Tuesday 10 October.
Media agency: Mindshare
Creative agency (artwork): The Monkeys
Production: Adshel Immerse