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The Ber?ra Mitten Kit

basics
Industry: House, Garden & Pets
Media:Promotion & Event
Published:Feb., 2012
Market:Norway
Style: Minimalism
descriptioncnen
Problem
IKEA asked us to launch the iPad version of the IKEA catalogue. Goal:make the catalogue #1 in apples App store, and create as much buzz as possible. Main target audience: All norwegians / iPad-users. Budget: Very small! -We needed a big idea that could live a life of it´s own, and make people talk about it in social media. We started to think about what could be a useful add-on to the launch which eventually led to the idea.
情节
To launch the iPad version of the IKEA-catalogue in Norway, we created a brand new IKEA product called "BERÖRA". It´s a sewing kit with a special conductive thread to sew into say the index finger of your favourite gloves. This little operation will make your gloves, mittens or whatever work on a touch-screen. Actually quite useful since it was in the middle of a freezing cold winter in Norway, when mittens should be kept on at all times...
Philosophy
launching the IKEA iPad catalogue, we created a brand new IKEA product called "BERÖRA". It´s a sewing kit with a conductive thread to sew into the index finger of your gloves. This will make your gloves work on a touch-screen. --Quite useful since it was in the middle of a freezing cold winter in Norway. Creating simple, effective and cheap solutions to everyday problems for everyone, is at the core of IKEAs brand.
Result
The catalogue quickly became the most downloaded app in App Store. The whole stock of 12000 Beröra kits where ordered and shipped within 2 weeks. The campaign also quickly spread to social media and blogs and also got heavy coverage on sites like gizmodo.com (100 million page views per month.) The banner campaign achieved the highest click-rate of any digital campaign in norwegian history. The norwegian iPad version of the IKEA-Catalogue is currently the most downloaded in the world per capita.
credit
Brand:
Agency:
Copywriter:
Art Director:
Design:
Account Manager:
awards
The Kinsale Shark Awards 2012
Silver Digital
Online Advertising
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Interactive
Online Ads
EPICA (Europe's Premier Creative Awards) 2012
Winner (Gold) Other
Online Ads
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Interactive
Promotions & Incentives
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Interactive
Consumer Services & Household
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Other
Promotions & Incentives
EPICA (Europe's Premier Creative Awards) 2012
Silver (Finalist) Other
Consumer Services & Household
The Cresta Awards 2012
Winner Incentives & Promotions
Promotions & Incentives
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