Showing posts with label Household Goods. Show all posts
Showing posts with label Household Goods. Show all posts

Ikea's Magic Mittens


Insight

Ikea’s first iPad catalogue was no different to the paper version. The brand needed a USP.
Ikea’s catalogue is world famous and in Norway it was about to go digital for the first time. The launch of the new iPad version was good news for the brand as many of Ikea’s key customers were becoming less and less responsive to direct mail, the standard distribution method for the catalogue.
Tablet penetration was also growing massively fast in Norway with some 600,000 iPads in circulation (12% of Norway’s total 5 million population). iPads were especially popular among the brand’s key audience of urban females aged 25-45 – among this group 32% had a tablet.
The problem was that the iPad version would only be ready in the New Year, when most consumers had already had a paper version from last August. The content would have been exactly the same and the tablet version wouldn't have been interactive. Mediacom realised that Ikea could face a backlash from consumers if it tried to pretend that the iPad version was something new or innovative. It needed to find a way to connect with iPad users, giving them a new reason to engage, but had little money to promote the launch.
Mediacom’s solution would have to reflect Ikea’s reputation for smart simple design, while at the same time, resonate strongly with its digitally-savvy target audience of urban females.

Strategy

Norway gets cold in winter, very cold! So Ikea gave consumers a solution they could warm to: touch-screen mittens.
Mediacom’s insight was based around temperature. While tablet users would often use their device at home, they were also highly portable and few among the target group would leave the house without their iPad or iPhone. That was where the opportunity was spotted. Norway is cold in winter. In February, when the iPad catalogue was due to go live, temperatures can fall as low as -20°C. In this kind of weather, you have to wrap up warm and you have to wear gloves. Now, as everyone knows, fumbling with keys and phones with gloves on is difficult. But with an iPad, it’s downright impossible – with gloves on, they simply don’t respond to your commands.
This presented the agency with a unique opportunity to create something simple, functional and effective - and totally in line with Ikea’s design brand values. A brand new Ikea (mock) product was created: Beröra – literally meaning ‘to touch’. It consisted of conductive thread and came complete with Ikea packaging and the familiar cartoon instruction leaflet. By simply sewing the conductive thread through a pair of gloves or mittens, it would allow customers to use them with touchscreens. This would not only solve Norway’s winter touchscreen problem but also enable Ikea’s target of tablet users to sample the new iPad catalogue on the go.

Execution

Mediacom distributed thousands of touch-screen mitten kits via a zero-wastage, laser-targeted strategy. The agency created 12,000 mitten kits and distributed them to Ikea’s six stores across the country. Then they set about promoting the unique offer to the target audience. The message? ‘Ikea – katalogen er klar for iPad’ which translates to: ‘the Ikea catalogue is ready for the iPad! Are your mittens?’


Because the message was only relevant to tablet owners, Mediacom set out to reach them as precisely as possible. The agency worked with Norway’s two largest national newspapers to promote the new Ikea product via their tablet editions. This was backed up with web-TV advertising through the same media owners, targeting only the readers of tablet editions once again. Ikea and its PR agency, PR Operatørene, created buzz by sending the kit to selected relevant journalists and bloggers in advance of the product launch.

Results

The campaign was Ikea’s most successful launch anywhere in the world:
Consumers snapped up all 12,000 of the products in just 14 days.
Ikea gained massive buzz – reaching 22% of the target audience of women aged 25-45.
Click-through rates for ads were 8.95%, compared to a 2011 industry norm of 0.09% (CTR across all digital platforms).
The Ikea iPad app went straight to number one on the iTunes chart and stayed there for weeks.
Norway’s iPad catalogue is the most downloaded per capita on the planet.
BRAND:
Ikea
BRAND OWNER:
Ikea
REGION:
Norway
DATE:
January - February 2012
AGENCY:
MediaCom


    Lovestore: Bullet, Grenade, Gun










    “Make love, not war.”
    Advertising Agency: Looma, Kishinev, Moldova
    Creative Director / Art Director: Sergey Prokopchuk
    Account Manager: Samohvalova Xenia



    HOWEVER... its another copycat.... shame!


    MTV To promote the use of condom “Aids kills” – 2006
    Agency : Ogilvy Lisbon (Portugal)

    Indestructible proof


    Bike theft is an everyday occurrence in cities. As a cyclist, having your bike stolen is obviously inconvenient, but then so is the amount of locks, chains and tools that you have to carry around with you everywhere in attempt to keep your ride secure.
    Owners of second-hand bikes never really escape the nagging sensation that the bike they've just bought through Gumtree or Craigslist wasn't already stolen, and no amount of local police force initiatives ever seem to fully address the problem of bike theft.
    As a security device, the Lock-Off bike lock from Cheeky.com claimed to be "near-indestructible". Cheeky.com is an online retailer that specialises in unusual but useful inventions that challenge accepted conventions of purpose and design. As such, the most noticeable feature of the Lock-Off is the unmistakable message it sends to would-be bike thieves: Lock-Off is the only bike lock to give thieves the finger.
    Opportunities to demonstrate the effectiveness of a bike lock are somewhat limited in traditional media. Manufacturers can make any number of claims about the strength and effectiveness of their product, but to the cyclist who has had their bike stolen needs some more concrete proof that their new bike lock is the ultimate protection from thieves.
    To prove just how good the Lock-Off was, agency The Social House attached a bike some railings in a part of Dublin that was notorious for bike theft. Confidence in the Lock-Off was so strong that cutting tools were also chained to the bike. A sign with the words "steal me" was the final addition to the bait. A camera was left set up to record the stunt, and the footage used in a demonstration video hosted on YouTube.

    Results

    Full results to follow. Within 3 weeks of upload, the Lock-Off video had been viewed more than 8,000 times.
    Demonstration videos and infomercials can often be quite boring for the viewer. Here The Social House have risked a product demonstration in a very public environment, which makes for entertaining viewing and a compelling case for the product



    BRAND:
    Lock-Off
    BRAND OWNER:
    Cheeky.com
    CATEGORY:
    Household Goods
    REGION:
    Ireland
    DATE:
    June - June 2011
    AGENCY:
    The Social House
    MEDIA CHANNEL:
    Out-of-Home
    Credits

    • Director
      PJ Dillon

    • Creative Director
      Colin Hart

    • Copywriter
      Jonny Pittard

    • Digital creative
      Lucian Baiesan

    The ugliest copycat..

    Original





    NOT so Original





    The Ugliest Couch Contest by Citi-Furniture - Citifurniture.net
    Agency: Spidermonkey
    Production house: Production 64

    Ikea latest repulsive “Gay” ad.

    Ikea latest repulsive “Gay” ad says it all about this brand .. An Ikea ad with two men holding hands next to the headline "We are open to all families" …an ad makes me want to vomit 


    What a nice catch|by Joe La Pomp

    THE ORIGINAL
    Colgate Dental Floss – 2006
    Headline : “Absolutely flawless”
    Source : Cannes Archive Online
    Agency : Young & Rubicam Sao Paulo (Brazil)


    LESS ORIGINAL
    Doctor Kares Dental Clinic – 2010
    Headline : “Hard to catch, easy to floss"
    Source : Adsoftheworld 
    Agency : Ogilvy & Mather New Delhi (India)

    Satisfied Users

    dvice1

    dvice2
    dvice3

    D.Vice is an online adult store.

    Advertising Agency: BBDO, Auckland, New Zealand
    Art Director: Lisa Fedyszyn
    Copywriter: Jonathan McMahon
    Photographer: Stephen Langdon

    Graco Cribs| A Crib of Dreams


    graco cribs woman baby




    graco cribs man baby



    The copy reads- When your baby sleeps you sleep like a baby.
    Graco A Crib of Dreams

    CREDITS
    Advertising Agency: Ogilvy & Mather, Santiago, Chile
    Chief Creative Officer: Cesar Agost Carreno
    Creative Director: Felipe Manalich/Nicolas Neumann
    Copywriter: Nicolas Neumann/Felipe Manalich
    Account Supervisor: Eric Krohn
    Art Director: Gonzalo Navarro
    Photographer: Renato Del Valle

    IKEA’s Radio With Pictures


    ikTo promote the launch of a new IKEA superstore opening in Sweden, IKEA’s approach was to combine traditional and new media, namely, to have customers look at images via mobile while listening to a radio commercial.
    The commercial was composed of two messages in one ad-break. In the first part, viewers were instructed to send an SMS to the promotion number with the promise that they would receive great offers and be participating in a “unique image-radio experiment.” They were also told to stay tuned for the next message a few minutes later. The link the IKEA sent back contained images. In the second message, listeners were asked to listen to the radio while looking at the images on their mobile,

    IKEA|Hemnes 4 compartment shoe cabinet


    IKEA: Pink


    IKEA: Pink






    IKEA: Green


    IKEA: Green

    IKEA: Orange



    IKEA: Orange
    Need space?
    Hemnes 4 compartment shoe cabinet (107x101 cm) white
    248TL
    Advertising Agency: TBWA\Istanbul, Turkey
    Executive Creative Director: Ilkay Gürpinar
    Creative Director: Volkan Karakasoglu
    Art Directors: Can Pehlivanli, Orkun Önal
    Copywriter: Volkan Yanik
    Account Director: Burcu Özdemir
    Account Supervisor: Ayse Senunver
    Advertiser’s Supervisor: Ozge Kocaoglu
    Published: April 2010

    IKEA Facebook Showroom

    Made by Forsman & Bodenfors

    Banner for vacuum cleaner sucks, literally, the bad cookies from your PC


    tn_28200_vax_72dpi
    This  interactive banner for Vax’s new vacuum cleaner communicates the product’s cleaning capabilities in a powerful way. This innovative interactive banner, developed by Shalmor Avnon Amichay /Y&R Interactive Tel Aviv, makes a symbolic connection between bad cookies in your computer and the dust outside.
    The banner consists of a code that identifies the bad cookies on your computer and cleans them out with a click on the banner. The banner also reports how many cookies were deleted.
    Well, really interesting and beneficial, isn’t?

    Moulinex| Blender


    Moulinex: Blender, 3

    Moulinex: Blender, 1

    Moulinex: Blender, 2



    Advertising agency: BBR Saatchi & Saatchi Tel Aviv, Israel
    Chief Creative Officer: Yoram Levi
    Creative Director: Ben Sever
    Art Director: Eran Nir
    Copywriter: Tomer Gidron
    Account Director: Yael Ron
    Account Supervisor: Shlomit Kugler
    Account Executive: Adi Hefetz
    Planning Director: Daniel Weismann
    Planner: Asaf Amir

    Febreze| " it’s a breath of fresh air"

    Febreze: a fabric odour eliminator from P&G operates in a rather unsexy segment. The allure of the fragrance is dramatized in these set of spots.

    Dawn| Cleaning up

     

    View the current television commerical for Dawn and you’re nothing if not intrigued.Dawn - cleaner?It depicts wild animals caught in oil spills being washed with Dawn dishwashing liquid. The visual images are powerful and the folksy sound track lends the feel of grass-roots activism to the commercial. There is no voice over. Only a few words of explanation appear, including the line “Tough on grease yet gentle.”
    A close-up of a Dawn label says “1 bottle = $1 to save wildlife.” The consumer must visit http://www.dawnsaveswildlife.com and enter a product code from the bottle to activate the donation. The brand is committing US$ 500,000 in donations to wildlife causes to give the campaign credibility.

    The campaign’s website walks the consumer through the donation process and demonstrates Dawn’s commitment to saving wildlife. There is educational information, some of it surprising: “Dawn dishwashing liquid has been a vital tool to wildlife conservation organizations, with thousands of donated bottles cleansing – and saving – over 75,000 animals in the last 30 years.”
    The website includes a lengthy page of wildlife organization partners, and the opportunity to participate in Dawn’s “Everyday Wildlife Champions” Facebook page. Actress Minnie Driver is the campaign spokesperson. The promotion comes full circle with “Special Edition Dawn,” featuring three labels, each with a different photo of wildlife.
    While the current campaign brings renewed relevance to an aging product (Dawn came to market in 1973), it may never have happened were it not for a charity’s persistence. The International Bird Rescue Research Center first discovered that Dawn worked on birds caught in oil spills in 1978. But Dawn’s maker, Procter & Gamble, “ignored requests to donate cases of the product, then finally agreed to do so in 1988,” says The New York Times (“Tough on Crude Oil, Soft on Ducklings,” Sept. 24, 2009).
    Still, it was the Exxon Valdez oil spill in 1989 that propelled Dawn to the forefront of wildlife conservation. Parent company Procter & Gamble has been active ever since. “Dawn has highlighted wildlife in advertising campaigns intermittently since 2002 but never tried so actively to engage consumers [as with this campaign],” says The Times.
    Campaign aside, Dawn is a classic case of Procter & Gamble’s prowess in brand extension. The world’s largest brand marketer, Procter & Gamble began as a family-owned soap and candle company in 1837. Today it markets such well-known brands as Tide (laundry detergent), Crest (toothpaste), and Charmin (toilet tissue).
    Procter & Gamble’s brand portfolio typically features an anchor brand with numerous variations added over time to grow the brand into a family of products. Tide, for example, started as a laundry detergent in 1943 and is now a multi-faceted group of products including powders, liquids, stain release boosters, “Tide To Go” pens, and even accessories with the Tide name, such as lint rollers. The rationale is that the consumer who trusts a brand name will buy additional branded products, even paying a premium price for them.
    In similar fashion, today’s Dawn is more – much more – than a simple dishwashing liquid. Now there is:
    • Dawn Direct Foam, a pump that “turns the liquid into powerful foam”
    • Dawn Simple Pleasures, a dishwashing liquid bottle with built-in air freshener
    • An entire line of Dawn PLUS products that have added cleaning agents, such as bleach alternative
    • Ultra Dawn, a concentrated version of the product
    • Dawn Pure Essentials, dishwashing liquid without dye or extra ingredients
    • Dawn Botanicals with blended scents
    • Dawn Power Dissolver for “the toughest greasy food soils.”

    Dawn is the dishwashing liquid market leader, with over 35 percent market share, according to Information Resources. For years, though, Dawn has been in a horse race with second place Palmolive, the dishwashing liquid made by rival Colgate-Palmolive. Palmolive has followed suit with similar brand extensions of its own (Palmolive Antibacterial Soap, Palmolive Dry Skin with Aloe, Palmolive Oxy Plus). That’s why Procter & Gamble continues to innovate with Dawn.
    Dawn and Palmolive both may have seen sales slip during the recent economic downturn. To save money, consumers may have turned to less expensive store brands for commodity items such as soaps and dishwashing liquids.
    This could be another good reason for the timing of Dawn’s eco-friendly approach. The notion that Dawn helps save the lives of animals just might make a fickle consumer remain loyal to the brand.

    Abu Kas Rice :::On the way to Riyadh Airport

    On the way to Riyadh Airport
    "trust me... you will miss me ..Alot"


    On the way to City
    "i am positive, you missed me .. A lot"

    Differentiating in increasingly undifferentiated markets



    In the increasingly cluttered world of branded packaged goods it is quite common for brand managers to say in frustration that a category has become commoditised and that there is absolutely no possibility of creating a sustainable functional brand differentiator. 

    But here are 2 examples which show that that need not be so. 

    As we all know the starting point for functional differentiation is to offer some product attribute that meets a consumer need. However, to expect research to discover any substantial unmet needs nowadays is often too ambitious - in fact much research on cluttered categories comes to no other real conclusion than that all the consumer needs is a better product at a lower price. 

    Hence it is more realistic to set out with the declared objective for your research to search for any insight on a new facet or extra dimension to a consumer need to help your brand stand apart.

    To illustrate this, recent research conducted on the crowded toothpastes market revealed that consumers had no real unmet need - and that the only call from consumers was the old story that the benefit of brushing one's teeth should simply last longer.

    More exploratory work on this theme led to the insight that consumers believed that toothpastes work best during the process of brushing and immediately afterwards - but that the benefit of the toothpaste vanishes immediately the user consumes the first morsel of food/drink thereafter.

    This insight led to the creation of a "brush brush" audio mnemonic (i.e. the sound of brushing every time users in the ad opened their mouths ) that told the consumer that this toothpaste continues working for a full 12 hours regardless of whether the user is eating, drinking or sleeping. Evaluation of this as an ad concept revealed that consumers did indeed believe because of the "brush brush" mnemonic that the therapeutic effect of this brand of toothpaste continued working even after eating/drinking.

    This produced one of the most memorable ad campaigns ever in the category - and subsequent brand tracking revealed high identification with this benefit, and an increased brand share.

    Our second example comes from a category that you might expect would be an even greater challenge - the household insecticide market.

    Advertising for mosquito coils typically talks of increased efficacy and lasting longer - and every brand in the market says the same things. However, a stray consumer comment in research, that smoke from the coil does not penetrate curtains (where mosquitoes are believed to hide) because the smoke loses its strength by the time it reaches the corners of the room, led to the development of an ad campaign that spoke about new properties in the smoke that took it to the furthest corners of the room and able to penetrate the thickest of curtains.

    This attribute quickly became the acid test of efficacy for the category and single-minded communication on this property led to our brand being uniquely associated with it despite other brands trying to jump on the band wagon later.

    Summing up :
    • In many product categories these days all functional needs that were there to be discovered, have already been discovered

    • Insights therefore are no longer so much about discovering new consumer needs...but about exploring well recognised needs to greater depths to uncover a hitherto unused facet or dimension.
    This means:

    • looking for a new dimension to the functional brand benefit

    e.g. goes on working despite eating - as a new dimension to the works longer need;

    e.g. penetrates curtains - as a new dimension to the efficacy need

    • discovering an executional device like the "brush brush" mnemonic to express this new dimension of the brand benefit.

    As seen by these 2 case studies the dimensions and the executional device were new - not the basic underlying consumer needs themselves.

    When you have nothing new to say - as is the case in most cluttered branded packaged goods today - then say it differently. Scope for brand differentiation will rarely lie in addressing a new need, but more and more in presenting a solution to an old need from a new angle.

    In other words in the world of brand differentiation today the 'How' has become more important than the 'What'.


    Tok & Stok :::Stok clearance









    ‘Sale’ signs are so ubiquitous these days that retailers often struggle to cut through the clutter and get their discount offers noticed. This was the problem facing Brazilian furniture retailer, Tok & Stok, and its solution was one of the most innovative poster campaigns of the past few years.

    In Brazil, Tok & Stok has built up a reputation has a high-end furniture retailer. Its design style is minimalist, uncluttered and clean and this had to be reflected in its advertising campaign. It was also imperative that Tok & Stok drew a large crowd for the sale as it was its biggest of the year and the retailer had a new range of stock waiting to go on display.

    The posters were designed to look like furniture and left in places that would surprise and amuse the public. Some were made to look like tables, some chairs; others were rolled up into a cone and attached to the walls of malls and give the impression of lampshades. Every poster was almost entirely white with a simple Tok & Stok logo and discount offer, relating to the item the poster was suppose to represent, in one corner.
    The posters gained a lot of attention in Brazil and enhanced Tok & Stok’s reputation for sophisticated furniture solutions. The interest translated directly into sales with the retailer selling out of its discount stock in a matter of days.




    BRAND: Tok Stok

    BRAND OWNER: Tok & Stok

    CATEGORY: Retail

    REGION: Brazil

    DATE: Aug 2009

    AGENCY: DDB Brasil

    MEDIA CHANNEL

    Out of HomeAmbient

    Dulux :::Bright idea for paint brand

    It’s quite difficult to get excited about paint – hence the English expression that describes a boring pastime as “Like watching paint dry”.

    Brazilian paint brand Coral (known as Dulux in most parts of the world) wanted to promote its premium decoration line, “Decora” and encourage people to be experimental with the colour of their walls at home. Traditionally, paint brands sell small quantities of paint as colour samplers, so that people can apply small swatches on their walls to compare different potential colour schemes.

    However, it is hard to envisage the effect of an entirely new wall colour from a foot-wide square patch of paint. Coral therefore created a range of light bulbs in Coral colours, which when illuminated and pointed towards a white wall would show people what their room would look like if painted in that colour. These were packaged up to look like mini paint tins and distributed and demonstrated in various shops.




    "Here we see a humble promotional giveaway creating a really valuable consumer experience which truly highlights the benefits of the product in a way that doesn't require consumers to get their hands and clothes messy."

    BRAND: Dulux

    BRAND OWNER: AkzoNobel

    CATEGORY: Household Goods

    REGION: Brazil

    DATE: Sep 2009

    AGENCY: Leo Burnett

    MEDIA CHANNEL

    Media FirstsRetail or POSPR

    Clorox Pouches: Laundry done bright


    Great illustration work, I totally got the message from the ad without reading body copy or noticing the logo.

    Hats off to Advantage Marketing and Advertising,
    Creative Director: Andy Spyrison
    Art Director: Micheal Habib
    Copywriters: Andy Spyrison, Sameh Turk
    Photographer: Tarkek El Baradie
    Senior Art Director: Ashraf Foda
    Released: July 2009

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