| Title | Sweden. Teaser |
| Title (original language) | Suède. 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 agency creates a press campaign which follows the concept: IKEA REACT. 4 ads, constituted by a teaser and its reveal, illustrates the promise of a cheap price |
| 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 | CLM/BBDO agency created a brand signature which sounds like an order. This tagline has for vocation to become the leitmotiv of the company. It presents a strong potential and will be used as a communication platform. |
| 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 | Patrimony notion is strongly implemented in the French culture. French people remain very conservative in term of furniture and decoration, even if the society evoluates quickly and French people show their need of changement. They inherit often furnitures whose they won't then leave easily. To fight against this conservatism, IKEA bets to give to everyone the desire of changement for interior and to live better 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 |