It is here at last! The new LONG – AWAITED – LONGED FOR - IKEA – CATALOGUE. Pages and pages of new ideas to revamp the home can be found as part of an integrated concourse hall branding by Gewista – not only in classic paper form, but also by way of a touch screen version.
Ikea presents its new catalogue, which is also a sought after collectors item, and, as part of its promotion, is also focusing on a unique Out of Home advertising format. A branded and integrated concourse hall on Siebensterngasse 42-44, 1070 Vienna; it is guaranteed to cause a buzz, not only due to the prime location, but especially because the creative design of the concourse hall, that IKEA has chosen for the promotion of its new catalogue, is an eye-catcher.
IKEA presents its new catalogue, alongside a strong, traditional placard presence, by way of a concourse hall branding in Total Look. On the large-format foliation spread across the entire glass surfaces and the City Lights of the concourse hall, the pleasure in connection with the newly published IKEA catalogue can be read in broad letters: I WANT YOU-HERE-AND-NOW-CATALOGUE; I HAVE BEEN WAITING AND LONGING FOR YOU SO LONG-CATALOGUE, or THE WAITING HAS BEEN WORTH IT-CATALOGUE. The longing for the new IKEA catalogue will be fully satisfied immediately at the shelters and, indeed, at all distribution points: For enthusiasts of the paper version, 16 fully stocked dispensers are installed in the concourse hall. However, one can also browse through the IKEA catalogue in peace, by means of an integrated City Lights, 46 inch touch screen, while waiting for the tram. Together with a continuous floor signposting, a separate IKEA waiting bench has also been installed to round off the atmosphere fittingly. The campaign will be supported for 14 days by promotion workers, who will – in addition to the dispensers - give out the IKEA catalogue to passers-by.
“We at IKEA look closely at the challenges which people are coping with in life, and try to make home life better. That is also reflected in the 2019 IKEA catalogue. It incorporates changing lifestyle habits, as well as current mega trends. We put a lot of energy into the catalogue, every year, and experiment with new formulations, digital possibilities and innovative means of distribution, or equally with alternative, humorous and striking forms of advertising for the catalogue”, says Ruth-Emily Eckrieder, the person responsible for the IKEA catalogue in Austria.
“We wanted, as part of the publication of this years IKEA catalogue, to place particular emphasis on our OOH-Campaign. Thanks to the openness of our customers to innovative solutions, we were also able to implement, together with a “bus station” branding, a digital component and the direct, on the spot distribution of the new IKEA catalogue. Whoever does still not have a catalogue at home, can collect one personally, until 12th September, at Siebensternplatz”, says Alexander Krill, IKEA Account Leader at the Vizeum Media Agency, Austria.
“Concourse hall brandings”, according to Gewista CSO Andrea Groh, “are one-of-a-kind eye-catchers and one of the exterior forms of advertising that allow the client diverse and creative design possibilities, and, above all, the combination of classic Out of Home media – such as City Light – with digital components can be implemented optimally and demonstrates impressively how convergent innovative & ambient media presentations are.”
vlnr: Alexander Krill, Vizeum, Andrea Groh, Gewista, Björn Forgber, Fa. Schreibkraft, Ruth-Emily Eckrieder, Ikea, Natascha Poropatis, Gewista und Marin Zumbulev, Wirz.
Christian Brandt-Di Maio
Corporate Communications Manager/Pressesprecher
Mobil: +43 664 10 00 807