| Title | The Beröra Mitten Kit |
| Agency |
SMFB
|
| Campaign |
The Beröra Mitten Kit
|
| Advertiser |
IKEA
|
| Brand |
Ikea
|
| Date of First Broadcast/Publication |
2012 / 2
|
| Business Sector | Home Appliances, Furniture & Gardening
|
| Story | 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. |
| 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. |
| 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. |
| Media Type |
Promotional Products
|
| Graphic Designer |
Nicklas Hellborg
|
| Account Manager |
Tonje Skjetne Bjørnerem
|
| Account Executive |
Kristian Kristiansen
|
| Art Director |
Alexander Gjersoe
|
| Copywriter |
Hans Magne Ekre
|