Cannes Lions
THJNK, Hamburg / IKEA / 2017
Overview
Entries
Credits
Description
By simply exchanging the product description of FRAKTA that normally is
"Shopping bag", we showed its many other forms of use. In a very simple
yet bold way.
Execution
In OOH posters, we showed our users some of the IKEA products and
their "normal" product description. A table is a table. A lamp is a lamp.
Then we took it to Facebook and asked our users to give us their suggestions.
And that's what they did: Fish tank, Potato sack, Candy cone, Laundry
basket, Saucepan, Carneval costume – just to name a few. We invited
all users to tell us how they use FRAKTA. And had a lot of fun watching
the creativity unfold.
Outcome
The application possibilities for FRAKTA are various – but the reactions
were even more various: Our video quickly gained over 560.000 views and
almost 6.000 reactions. But most importantly: over 1.000 comments sparked
countless discussionsabout how people use FRAKTA. We engaged our users
in an ongoing dialogue – and once more proved that combined creativity is
endless. We gave our secret hero more visibility – and got many new
suggestions on how to use our own product.
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