IKEA’s latest digital campaign builds on the idea that banner ads suck and you probably clicked it accidentally.
The campaign by Swedish agency Åkestam Holst takes an honest look at banner advertising. “Who doesn’t click these things 24/7 by mistake? No one. If you’re inspired by people’s everyday lives, you need to acknowledge that, even in banners,” Åkestam Holst creative director Magnus Jakobsson said.
IKEA cites research suggesting that over 60 per cent of clicks are accidental, and down to “fat thumb syndrome.” B&T reported on the 2015 study in January last year, the research from location-based mobile and digital company Retale found that a majority of mobile users are accidentally clicking on mobile banner ads because of the small screen size, fat-thumbs or finger slippage.
According to the study, respondents said they were either annoyed (68 per cent), frustrated (45 per cent) or angry (22 per cent) after accidentally clicking on a mobile banner ad; only 6 per cent said they would feel calm, satisfied (5 per cent) or excited (3 per cent).
The IKEA Perceptive banners greet you with messages like “Really, are you sure?” and “Oh, did you tap by mistake. That Happens?” rather than taking you somewhere you didn’t really want to go.
Check out the case study below:
“When your business idea is to make people’s everyday lives a little better, you wouldn’t like to annoy them unknowingly. But mobile banner ads do! With these perceptive banners, Ikea found a way to acknowledge that” adds copywriter Mark Ardelius.
Client: Ikea Sweden
Agency: Åkestam Holst
Please login with linkedin to commentIkea Sweden
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets Meta said it will not enter negotiations to extend a deal to pay with Australian media companies for the news that appears on its platform. Michael […]
Google’s position on funding Aussie journalism hasn’t changed as Meta reveals it plans to walk from future news content deals. Google has confirmed that it will not abandon news content deals with publishers, and has even been renegotiating ones that have nearly expired. Today, Meta said it will not enter negotiations to extend content deals […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.