IKEA has something called the Small Space Value Collection, a wide range of affordable small size furniture that easily fits into any teeny-tiny space and puts it to big use… With limited budget, we wanted to inform people about this collection.

We simply didn’t have the budget to launch a full-fledged awareness campaign for the Small Space Value Collection. And rather than using our sparse media dollars to push out just another radio commercial, Ikea leveraged the radio channel as a tool to create a series of short spots that not only promoted the product, but also demonstrated its features and uses in a creative, impactful way.

IKEA drew parallels between the use and functionality of its Small Space Value Collection, a range of furniture that easily fits into any teeny-tiny space and puts it to big use, and the ability of the short radio spots to fit in unutilized, dead and unpredicted spaces on air for an entire day. If there was a space (as less as 2 seconds) available between radio ads, we used it to fit our radio spot. If RJs took a pause, or were waiting for someone to pick up their calls, we plugged in our radio that could actually fit anywhere. Quite like Ikea’s Small Space Value Collection

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