Ignition five 30.04.12

5

30th April 2012

1. Ikea renting space in your home

IKEA noticed that the majority of consumers discard their catalogue shortly after receiving it, and they decided that they needed a way to make sure that they would stay in their homes for longer as that would mean more sales.

What they did was ingenious, IKEA advertised that they wanted to rent out space in people’s homes, but this wasn’t for furniture but instead for their 224 x 192 mm catalogue.  Advertising the idea over numerous different mediums, many people took IKEA up on the offer and because they were renting the space, IKEA would pay the house owner monthly rent for the space it occupied. These cheques were then redeemable in any IKEA store which meant that people would go into the store and purchase goods.

Overall, as $2 million in rent cheques were mailed out, it meant that $14 million in revenue was generated and sales during the first week of the campaign increasing by 59 per cent.

1. Ikea renting space in your home

http://www.youtube.com/watch?v=sc6FCGqPRtI

2. Tic-Tac Flashmob

For such a little breath mint, Tic Tacs pack a powerful breath-freshening punch. On the other hand, a spell of bad breath can also knock your unsuspecting victim off their feet. The creative types over at Ogilvy & Mather as well as a score of actors (who are actually employees from the Rouen Ferrero Factory) bring this  point to life in their latest flash mob video where innocent passers-by are asked for directions before people begin to pass out due to the (suspected) stench of their breath. This has got to be mortifying for the innocent participants when they see everyone around them collapse – especially given how tough it is to coordinate something like this – but it definitely gets the point across of just how bad stinky breath can be and how much a little Tic Tac can do. 

2. Tic-Tac flashmob

http://www.youtube.com/watch?v=yFW9AT3Ujuc

From South Korea, a campaign that mixes radio, ambient and a (not so light) touch of Big Brother. In order to increase awareness of

Dunkin’ Donuts as a coffee brand and drive traffic to the stores, coffee aroma atomizers got installed on commuters buses in Seoul. The machines were triggered every time the Dunkin’ Donuts radio ad was played, releasing in the air a light coffee aroma to reinforce

the sensory connection and experience with the brand.

3. Dunkin Donuts Flavor Radio

3. Dunkin Donuts Flavor Radio

http://vimeo.com/39310552

4. ESPN - It's not crazy, it's sports  

Have you ever wondered what it would be like to share a name with a superstar? Here, we follow an ordinary man who has been

saddled with a legendary name. It's not crazy, it's sports.

4. ESPN - It's not crazy, it's sports

http://www.youtube.com/watch?v=WxBBN3ZnYeU

5. Puma Fastest Purchase

In a bid to sell more shoes, Puma have launched a smart promotion featuring sprinter Usain Bolt that rewards customers for buying their shoes faster. When entering the shop customers can grab a ticket from a machine

that is time stamped.

The quicker they buy the shoes, the greater the discount they receive when they give in their ticket at the counter. This whole campaign is clearly

devised to spur people into quickly buying the shoes, and it fits in with their tagline which calls them: “The fastest trainers in the world”.

5. Puma Fastest Purchase

http://vimeo.com/40883603