Scavenger hunt through the kitchen
Wohnen Unikat presents ten good reasons to choose an IKEA kitchen.
Wohnen Unikat launches ten good reasons for an Ikea kitchenThe kitchen is the center of home life. A good reason to make this room as homely as possible. You can find plenty of inspiration for this on a shopping trip through the Ikea showrooms and warehouses. Whether it's pot holders, crystal glass, plastic bowls, wood or bar stools, curtain fabric, tables or carpets: there are many good reasons to visit Ikea first for inspiration on how to furnish your kitchen. 10 of the strongest reasons to visit Ikea have now been made the content and concept of a new campaign by the Unikat communications agency in Küsnacht.
Unikat, which has been working for the Swedish furniture retailer for some time, has been commissioned to continue positioning Ikea as a strong player in the Swiss kitchen market. As early as January 2006, Unikat realized a broad campaign in this direction.
Ikea's further growth as a kitchen and kitchen accessories provider is now to be "pushed with a special campaign for the greater Zurich area", as Carlos Friedrich, Head of Marketing at Ikea, explains. The key point of the statement: anchoring Ikea as a quality kitchen supplier from A to Z.
The basic idea of communicating the ten strongest reasons for choosing an Ikea kitchen dramatizes the arguments of design and homeliness, price and the large selection of accessories. To this end, Ikea is calling for a large-scale search campaign in which the public can find the "10 good reasons for an Ikea kitchen" on posters, in advertisements, on the web and in other media. The accompanying, attractive competition offers participants the chance to win ten times CHF 10,000. More than one million competition cards will be printed and distributed in the daily and trade press as well as in public places and train stations. "People should encounter the campaign as if they were on a kind of scavenger hunt through the region," says CD Daniel Meier at Unikat, describing the campaign's appearance.
The correspondingly large number of media includes posters, megaposters, advertisements, newspaper inserts, banners, the Internet, e-boards, campaigns in public spaces and in-store communication.
Andreas Panzeri
Unikat, which has been working for the Swedish furniture retailer for some time, has been commissioned to continue positioning Ikea as a strong player in the Swiss kitchen market. As early as January 2006, Unikat realized a broad campaign in this direction.
Ikea's further growth as a kitchen and kitchen accessories provider is now to be "pushed with a special campaign for the greater Zurich area", as Carlos Friedrich, Head of Marketing at Ikea, explains. The key point of the statement: anchoring Ikea as a quality kitchen supplier from A to Z.
The basic idea of communicating the ten strongest reasons for choosing an Ikea kitchen dramatizes the arguments of design and homeliness, price and the large selection of accessories. To this end, Ikea is calling for a large-scale search campaign in which the public can find the "10 good reasons for an Ikea kitchen" on posters, in advertisements, on the web and in other media. The accompanying, attractive competition offers participants the chance to win ten times CHF 10,000. More than one million competition cards will be printed and distributed in the daily and trade press as well as in public places and train stations. "People should encounter the campaign as if they were on a kind of scavenger hunt through the region," says CD Daniel Meier at Unikat, describing the campaign's appearance.
The correspondingly large number of media includes posters, megaposters, advertisements, newspaper inserts, banners, the Internet, e-boards, campaigns in public spaces and in-store communication.
Andreas Panzeri
