IKEA - "IKEA SUSTAINABLE CATALOGUE"

DDB Brussels

DDB Brussels Brussels, Belgien

Awards

17527

Marke: IKEA
Länder: Belgien

Werbende: IKEA

Titel	IKEA SUSTAINABLE CATALOGUE
Agentur	DDB Brussels
Kampagne	IKEA SUSTAINABLE CATALOGUE
Werbende	IKEA
Marke	IKEA
Datum der ersten Ausstrahlung/Veröffentlichung	2015
Geschäftsbereich	Möbel
Philosophie	Simply put, IKEA home furnishing is beautiful, functional and affordable. IKEA stores use the IKEA product range to create solutions that are relevant and affordable to consumers in their local market. These solutions contribute to how people live. And more importantly, to how they want to live. It is all about creating beautiful homes to love. Homes that make everyday life a little better.
Ergebnis	IKEA's KÜSS success is part of a commitment to "sustainable". Sustainability is often associated with constraints. The KÜSS is the opposite. Like IKEA makes design for everyone, the KÜSS is an ecological gesture for everyone. With this design idea that takes inspiration from everyday life, customers were able to feel "Recycling, made by IKEA" in a playful, practical and beautifully designed way. IKEA fans and design bloggers went crazy for it. Store traffic increased by 14% during the launch, and on D-Day sales in- creased by 18%. All of the cushions were picked up on day 1. IKEA doesn’t want this to be a one-off: the action will be repeated next year in a different form, creating an annual momentum. The IKEA catalogue is the most widely distributed publication on the planet. So when the 2016 catalogue was released, IKEA sought a way to recycle the old one and reduce its ecological foot- print. IKEA Küss is a beautiful pillowcase, designed by Belgian designer Charles Kaisin, filled with the shredded pages of the 2015 catalogue. You can now read the new catalogue, while resting your head on the old one.Insights, Strategy and the IdeaIKEA launched the initiative via their owned media and sent DM with a preview of the KUSS cushion to highly targeted bloggers and influencers. Mostly current IKEA fans and clients were invited to participate and come to the IKEA stores to collect their KUSS cushion.
Medientyp	Presse & Publikationen
Country External Communication Manager	Miguel Aguza
Executive Creative Director	Peter Ampe
Creative Director	Odin Saillé
Art Director	Antoinette Ribas
Art Director	Grégory Ginterdaele
Etatdirektor	Francis Lippens
Kundenbetreuer	Kaat De Brandt
Account Executive	Astrid de Paep
Strategic Director	Dominique Poncin
Strategieplaner	Maarten Van Daele
Grafik-Designer	Charles Kaisin
Studio	Coraline Barbé
Agency Producer	Brigitte Verduyckt
Produktionsfirma	Who killed Joe
Produktionsfirma	Gutenberg Networks
Produktionsfirma	Escape Event