Type of Entry: |
Ambient |
Category: |
Ambient: Transit |
Title: |
HOME FURNISHING LINER |
Advertiser/Client: |
IKEA JAPAN |
Product/Service: |
IKEA STORE LAUNCH IN KANSAI |
Entrant Company: |
ADK Tokyo, JAPAN |
Advertising Agency: |
ADK Tokyo, JAPAN |
2nd Advertising Agency: |
DRILL Tokyo, JAPAN |
Executive Creative Director: |
Ken Shimizu |
Creative Director: |
Osamu Enari |
Copywriter: |
Takeshi Tsuji |
Account Supervisor: |
Hiroko Uchigaki/Kazuha Okuda |
Producer: |
Naoko Sato/Ryuji Ueno |
Art Director: |
Akio Yamauchi |
Description of Ambient execution: |
Brief>Persuade the Japanese consumers that home furnishing is a great and fun way to improve their life at home and succesfully launch IKEA's first store in Kansai region. Execution>We hi-jacked an entire train both inside and outside, furnished with IKEA extiles, demonstrating that a monotonous daily place can be transformed into a place full of inspiration, with just a piece of textiles. The train is a symbolic line connecting from the centre of Kobe-city to IKEA Portisland store, that represents в??From the place to sleep To home to enjoyв??. Result>TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM. Opening day sales set the world record for all IKEA stores, with nearly 40,000 customers. |
English Translation of Main Headlines: |
"From the place to sleep To home to enjoy" |
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