Adshel and ARN put the ‘home’ in ‘out-of-home’ for IKEA

Adshel and ARN put the ‘home’ in ‘out-of-home’ for IKEA
Bus shelters become living rooms for 2018 catalogue launch 

Forget 1 January, the start of the new IKEA year begins with the arrival of the much-loved and highly anticipated annual catalogue. To celebrate the launch of the 2018 edition, Adshel and ARN have joined forces to deliver a new campaign that recreates an IKEA living room display complete with comfy lounge seating at bus shelters in Sydney and Perth.

Commuters will feel ‘at home’ on their commute with an on-site activation that puts a full size living room on the street for them to enjoy at Adshel sites on Enmore Road in Sydney’s Newtown and St George’s Terrace in Perth.

The feeling of excitement and anticipation of walking into an IKEA store is recreated through Adshel Immerse with special-builds featuring the look and feel of an IKEA display lounge-room, complete with patterned floor decals replicating the KRONGE rug, and replicas of the IKEA VIMLE sofa and EKET cabinet filled with IKEA home decoration and copies of the new IKEA Catalogue.

The innovative and powerful out-of-home media layer allows reach and frequency access to key audiences in prime commuter locations, while entertaining commuters with an immersive execution. The execution is part of a national integrated campaign including TV, online video and radio.

From this morning, Friday 8th September, Ikea representatives and KIIS Network street teams will take to the streets onsite to entertain and engage, handing commuters the IKEA catalogue and giving away Opal and Smart Rider cards.

“We were excited to partner with Adshel to showcase our products and the 2018 IKEA Catalogue launch message in an impactful way. As an emphasis of this year’s catalogue related to life in and around the living room, working with Adshel on these special-build activations allowed us to convey this theme in an engaging and fun way, whilst providing commuters with a comfortable and functional space,” said Peter Moore, External Communications and Media Manager, IKEA.

Adshel’s Sales and Marketing Director David Roddick said: “The cross-platform use of two of HT&E companies builds an exceptionally strong campaign, giving scale to the IKEA message. This campaign truly demonstrates the flexibility and impact Adshel Immerse offers advertisers.“

The IKEA and KIIS Network street teams can be found on both Enmore Road in Newtown and St Georges Terrace in Perth, today, Friday 8th September between 7:30 – 8:30am. The campaign is live from 4th September to 17th September across Adshel Immerse and 4th September to 15th October Nationally across Adshel Street Furniture. The campaign is running across 4th September – 10th October on ARN’s KIIS and Pure Gold Networks.


Client: IKEA

Media Agency: Mindshare

Creative Agency (Artwork): The Monkeys

Production: Adshel Immerse

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