IKEA Romania launched a campaign that is “chasing small spaces”, inviting consumers to inspire from IKEA’s catalog to decorate and fill even the smallest spaces.
The campaign started on August 15th and will last until October 1st and it has as support the website www.spatiimici.ro (Small spaces). The website was created by Webtailors, while the ATL component and the creative idea came from IKEA Romania’s team and Romanian full service advertising agency Punct Advertising
The launch of the new catalog from IKEA came with a dare for every consumer from Bucharest and around: a contest that will award the smallest 3 kitchens, bathrooms, rooms, living rooms, one room appartments and student residence’s rooms by completely rearranging them.
The contest has in center the website, where the participants can enter the competition with a picture of the room they want to reorganize, together with its dimensions and the preferred solution for its transformation, picked from IKEA’s catalog. The winners will both win the objects and all the work for rearrangement, that will be done by IKEA’s team.
We chose to make a contest targeted to small spaces because IKEA’s catalog offers solutions that fit people’s real life. Romanians do many times need to arrange homes with small spaces and want to find accessible ideas to avoid get rid of crowded things. We aim to offer real solutions for their needs, accessible and easy to implement right in their home. It is really possible: with a bit of imagination, courage to make things different and passion for your own place, the dreams can come true
PR Manager IKEA Romania
To announce the contest and show Romanians how easy is to find solution to arrange any home, IKEA Romania launched an extensive communication campaign, with a teasing that debuted outdoor and online, under the slogan “Small is the new big”. The second step was the revealing – “More place for dreams in no matter how small houses” – and the launch of the contest for consumers. Besides the website, this part of the campaign includes also outdoor, online banners, radio ads and non-conventional projects, including in Bucharest’s subway.