| Title | Social Security. Teaser |
| Title (original language) | Sécu. Teaser |
| Agency | CLM BBDO |
| Campaign | Sultan matresses - IKEA |
| Advertiser | IKEA |
| Brand | IKEA |
| Date of First Broadcast/Publication | 2004 / 9 |
| Product | Sultan matresses |
| Product (original language) | Matelas Sultan |
| Business Sector | Drugstores, Specialty Stores |
| Story | To promote its new range of Sultan mattresses, IKEA and its advertising agency have created a press campaign which follows the concept: IKEA REACT. Four ads, made up of a teaser and its follow-up, illustrate the promise of low prices. |
| Story (original language) | Afin de promouvoir sa nouvelle gamme de matelas Sultan, IKEA et son agence ont imaginé une campagne presse qui vient nourrir le concept: IKEA REAGISSEZ. Quatre annonces constituées d'un teaser et de sa révélation, illustrent une promesse de prix bas |
| Philosophy | The agency CLM/BBDO has created a new brand signature which sounds like an order. This slogan has become a leitmotiv for the company. It has strong potential and will be used as a platform for communication. |
| Philosophy (original language) | L'agence CLM/BBDO a conçu une nouvelle signature de marque qui sonne comme un mot d'ordre. Cette signature a pour vocation de devenir le leitmotiv de l'entreprise. Elle présente un fort potentiel et sera utilisée comme plateforme de communication. |
| Problem | The notion of patrimony is strongly implemented in French culture. Even though society is rapidly evolving and the French show that they are in great need of a change, they remain very conservative in terms of furniture and decoration. They often inherit furniture which they have difficulty getting rid of. In order to fight against this conservatism, IKEA is trying to encourage everyone to have the desire to change their furniture in order to lead a better life at home. |
| Problem (original language) | La notion de patrimoine est fortement ancrée dans la culture française. Bien que la société évolue rapidement et que les Français manifestent un grand besoin de changement, ils demeurent très conservateurs en matière de mobilier et de décoration. Ils héritent bien souvent de meubles dont ils auront du mal à se séparer par la suite. Pour combattre ce conservatisme, IKEA prend le pari de donner à chacun l'envie de changer son intérieur pour mieux vivre chez soi. |
| Media Type | |
| Market | France |
| Advertising Manager | Jean-Louis Baillot |
| Advertising Manager | Olivier Baraille |
| Creative Director | Barka Zerouali |
| Creative Director | Anne de Maupeou |
| Account Director | Sandra Conan |
| Advertising Manager | Anne-Charlotte Metzger |
| Advertising Manager | Stéphanie Jourdan |
| Art Director | Aline Berthomé-Dubecq |
| Copywriter | Valéry du Peloux |
| Copywriter | Virgile Lassalle |
| Photographer | Olivier Borst |
| Art Buyer | Isabelle Baud |