Short List
CategoryB02. Consumer Products
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
Sales Promotion/Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN


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
Jeong-Ho Im mount inc. Art Director
TYO monster TYO monster Production Company
Daisuke Umeyama TYO monster Producer
Masahiro Shoda Photographer
Takeshiro Umetsu mount inc. Techinical Direction
Yuichi Hagiwara mount inc. Produce/Project Manegement
Yoshitaka Kobayashi TBWA\HAKUHODO Promotion Planner
Masashi Matsukura TBWA\HAKUHODO Interactive Planner
Yusuke Ueda TYO ID Producer
Yusuke Ueda TYO ID Producer
Toshiya Shuto TYO ID Production Manager
Marie Nakajima TYO monster Production Manager
Kotoringo Music
Shinichi Mita kiki Stylist
Eito Furukubo otie Hair Make
Ilet System Depelopment/HTML cording

The Brief

“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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Japanese homes are really quite small and many have weird shapes. Due to the limited space, Japanese people have never cultivated an interest in home furnishings. Our idea could powerfully demonstrate “more effective use of space” inspiration to motivate home furnishing interest and area where we launched meet the target closely, with fully utilizing IKEA products and those functional benefit in a relevant way to Japanese audience.