IKEA SUKIMA GALLERY

TitleIKEA SUKIMA GALLERY
BrandIKEA JAPAN
Product / ServiceIKEA HOME FURNISHING
CategoryA05. Best Use of Ambient Media: Large Scale
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN

Credits

Name Company Position
Kazoo Sato TBWA Hakuhodo Executive Creative Director/Creative Director
Chino Yamaguchi TBWA Hakuhodo Copywriter
Katsuhiro Shimizu/Keisuke Shimizu TBWA Hakuhodo Graphic Designer
Toshihiro Yoshii/Kei Kaneko TBWA Hakuhodo Account Director
Jeong-Ho Lm Mount Inc. Art Director
Tyo Inc. Monster Division Tyo Inc. Monster Division Production Company
Daisuke Umeyama Tyo Inc. Monster Division Producer
Masahiro Shoda Photographer
Takeshiro Umetsu Mount Inc. Techinical Direction
Yuichi Hagiwara Mount Inc. Produce/Project Manegement

Results and Effectiveness

Over 100,000 people visited to the outdoor gallery street.The website captured 188,000 PV, with thousands of “likes!” in one week. And highly PR exposures.

Creative Execution

Install room sets using small, weird, and dead space in “SUKIMA areas” – the narrow spaces between buildings - and link them into an outdoor GALLERY where people can the tangible benefit in a unique and entertaining way. We also launched a website to introduce the gallery and featured a promotion to give away each furniture set to an audience member chosen from those who clicked the Like! button.

Insights, Strategy and the Idea

“Products that offer more effective use of small space/dead space in a home” is the concept behind IKEA products to make a comfortable life at home in Japan in 2012. Our mission was to deliver the message of “the best way to utilize space” in a relevant way and enhance the presence of IKEA in a unique, stylish, fun, ‘IKEA’ way, to especially younger target and singles who live in a small living conditions.