Instead of classic advertisements, the Swedish company Ikea has decided to present its new products in the German market through a 75-minute film. Almost all 1,154 new items in the offering of the leading global furniture retail chain are featured in the film “The Right Style for Your Most Beautiful Home” at the world exhibition.
The creative agency Grimm Gallun Holtappels devised this unusual marketing campaign, which is accompanied by television ads, posters, and even events. With a lot of humor, host Robert and his assistants Lydia and Felix present furniture and home decor from all angles in the film. Viewers of Ikea’s film can also earn by signing up for a speed reading competition. Whoever can read the most names of Ikea products correctly in 90 seconds will win a prize of 1,000 euros. However, they must also surpass the result of host Robert from the film. In 90 seconds, he managed to read the names of 207 Ikea products. (Tatjana Vukić)
