Every single communication channel showed the creative execution as simple blue colored messages on yellow background. Grabbing people’s curiosity in a highly cluttered city like Vienna requires an outstanding media strategy performing the creative execution in a perfect manner.Five different messages that relate to specific furnishing issues like “Small rooms require big ideas” or, “Everyday life requires flexible solutions” were staged during a two-week teaser.The teaser was immediately followed by the reveal campaign, stating one single, simple message that perfectly reflected our consumer insight “Home is the most important place in the world’ This claim coming along with IKEA’s logo raised the desired awareness for IKEA to be number one when it comes to home furnishingSince then, IKEA introduced various products in a two-week rhythm. Again yellow-blue messages, placed next to product visuals, highlight IKEA´s understanding for the individual customer’s needs.

The campaign won a local OOH Innovation Award 2007 for the all over out-of-home mix. The recall results were outstanding vs. average trade campaigns: billboards index 117, rolling boards index 136, city lights index 178 – in total 77% versus average trade 48%! The turnover increased by 11% vs. PY.