How IKEA won the OOH game

The campaign was kick- started across various media and was supported with multiple innovations on outdoor formats as well as at Hyderabad airport by Kinetic India.

e4m by exchange4media Staff
Updated: Aug 22, 2018 4:15 PM

Swedish furniture retailer, IKEA, opened its first store in Hyderabad on 9th August creating a buzz amongst consumers. With a vast range of home furnishing products, the brand announced its launch with over 150 plus OOH media across Hyderabad city. Taking up niche media options like metro train and digital cab branding that displays location specific customized messages, the brand grabbed the attention of many by being present in every nook and corner of the city.

Understanding the OOH media crisis in Hyderabad, the agency strategically chose multiple mediums across different touch-points to ensure maximum reach, thereby driving more traffic into the store. Street furniture played a key role in increasing the frequency and was supported with large facades in malls.
Kinetic’s Co-CEO, Charanjeet Singh Arora says, “Kinetic and Mindshare are happy to be the agency for IKEA. The campaign became one of the most talked about among people on social media, where they expressed their excitement about the unique ideas the brand had used to reach their customers. Though there was a ban in large format media while nearing the execution stage, our team was successfully able to change and implement the campaign strategy within 48 hours.”

Delighted to be associated with the biggest furniture brand in the world, Rajeeb Bhattacharya – VP (Head – South & East) shares more insights from the campaign strategy, “We showcased how life can be made bigger, better and happier with IKEA homes in the streets of Hyderabad. Needless to say , the canvas of the city got wrapped with IKEA branding, and was among the most visible campaigns. The surprise element at the airport , the countdown billboard, and Geo – targeting with mobile has made the campaign highly recallable both by advertisers and by consumers.

The talking point of the campaign were the innovations- The countdown timer on a bus shelter along with AC and non-AC bus shelters showcasing the idea to “re-imagine spaces” ; The airport innovation where IKEA flatpacks came out of an illuminated arch gateway set up at conveyer belts, announcing the arrival of the brand.

Commenting on this, Anisha Agarwal, External Communications Manager, IKEA India said,” We are a brand for the many and it was important for us to engage Hyderabad people at multiple touch-points from their everyday life. From regular billboards to out of the box innovations, we tried to create curiosity and engagement at every step. It indeed helped us build the right momentum and got us many steps closer to being a loved and meaningful brand for our customers. Partnering with Mindshare has been a true delight and we are sure we will strengthen this relationship further as IKEA spreads its wings in India. “

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