WHO SAID IKEA’S FAR AWAY?
OOH, Radio, Display, Social Networks
Many Belgraders were under the impression that the IKEA store was far away and hard to reach. Our task was to show that this was not the case, especially to residents of New Belgrade who can reach the IKEA store in 20-25 minutes by highway. This is why we developed a witty slogan: “Who said IKEA’s far away?” and decided to focus on the approximate number of minutes needed to reach the IKEA store from various parts of New Belgrade. However, we also wanted to closely familiarise them with individual IKEA products, connecting them with certain parts of New Belgrade in a witty and interesting way. This brought us to a distinctive and efficient geotargeted campaign with 18 different solutions placed in 24 locations throughout New Belgrade.