The first cheap car from Ikea
Training: How Do You Launch a New Product? The 8th-year class presented their projects at the ADC/BSW Creative School.
Training How do you launch a new product? The 8th year of the ADC/BSW creative school presented their work, and the jury, which assessed the final projects of the 8th course of the creative school, attested to the very high quality of the young ADs and copywriters' work. The course, in which 11 female talents and 20 young men, mainly from BSW agencies, took part, started on September 22, 2004 and finished on April 8, 2005. As with the big boys, the teams with the most outstanding solutions to the fantasy task "The first low-cost car from Ikea" were awarded gold, silver and bronze cubes at the finale, with the briefing stating that the market for "very low-cost cars is extremely thin". There would therefore be great potential for a truly innovative concept: three doors, five seats, sufficient power, safety, modernity, attractive design. The briefing held out the prospect of a price for Ikea's fantasy car of "well under CHF 10,000".
This also clearly defined the target audience: young, first car, tight budget, self-confident, innovative. The following were defined as the newcomers: all age groups, open to new things, post-savvy generation, positive, innovative.
What should the advertising convey? The message here should be: New and exclusive to Ikea is a super-affordable car, made by Volkswagen!
Why should the consumer believe this? Unlike the Smart, the concept is credibly minimalist in the true Ikea tradition. A lot of value for little money. High quality and reliability thanks to VW ga-
rantized. Distribution exclusively via Ikea branches, maintenance at selected VW branches.
The style of the presentation required the following: "Reduced (to the max), young, challenging." The only formal requirement was to observe the Ikea logo and the VW logo.
Fewer copywriters than beforeDifferent teams were put together to solve these tasks. As only 8 copywriters and 23 art people took part in the course, for the first time this year it was no longer necessary to have an AD and a copywriter in each group. There were also teams made up exclusively of ADs. "This model has been working abroad for some time," says André Benker, who acted as a CD coach together with Hans Tanner in the final phase of the course.
However, the two professionals only wanted to provide advice and deliberately "didn't shoot off any ideas", but instead gave creativity as much free rein as possible. As is customary, all groups first developed a strategic plan. Because the briefing was very open, "a bit of time was lost for long creative discussions", as Benker says.
The coach considers the ideas that were finally worked out to be "more well-behaved and cautious" than one might actually expect from young people. But in the current economic situation, they are perhaps already "conditioned not to dare and try out anything". Exception: The team that was awarded a Gold Cube decided to take an unconventional approach and tried things that are not feasible in everyday professional life, but which open up a lot of possibilities as a creative gimmick. The winners tried to sell Ikea's new car through a cleverly staged journalistic campaign in the media.
The participants of the ADC/BSW Creative School (if they are younger than 28 years old) will be invited to participate in the Young Creative Program in Cannes from June 19 to 23.
ADC/BSW Creative SchoolThe judges for the 8th course of the ADC/BSW Creative School were ADC members Valentina Herrmann, Simone Fennel, André Benker, Matthias Freuler and Hans Tanner as well as - representing the BSW - strategic planner Cary Steinmann.
The work will be carried out from mid-April on www.kreativschule.ch
presented.
The next course starts in September 2006, registration closes in mid-June 2006 and ends in April 2007 (ap).
The gold winners: Livio Dainese (Lowe), Koni Gebistorf (Contexta), Dominik Krattiger (Heye, Zurich), Maurus Zehnder (Jung von Matt/Limmat).
Silver: Nicole Glaus (Lowe), Ondrej Maczko (Matter & Partner), Annika Ramer (Jung von Matt/Limmat), Jota Ziogas (Euro RSCG).
Bronze: David Dudler (Wirz Werbung), Alexander Fürer (TBWA Switzerland), Dario Kast, Martin Stauch (Lowe Direct).
Andreas Panzeri
This also clearly defined the target audience: young, first car, tight budget, self-confident, innovative. The following were defined as the newcomers: all age groups, open to new things, post-savvy generation, positive, innovative.
What should the advertising convey? The message here should be: New and exclusive to Ikea is a super-affordable car, made by Volkswagen!
Why should the consumer believe this? Unlike the Smart, the concept is credibly minimalist in the true Ikea tradition. A lot of value for little money. High quality and reliability thanks to VW ga-
rantized. Distribution exclusively via Ikea branches, maintenance at selected VW branches.
The style of the presentation required the following: "Reduced (to the max), young, challenging." The only formal requirement was to observe the Ikea logo and the VW logo.
Fewer copywriters than beforeDifferent teams were put together to solve these tasks. As only 8 copywriters and 23 art people took part in the course, for the first time this year it was no longer necessary to have an AD and a copywriter in each group. There were also teams made up exclusively of ADs. "This model has been working abroad for some time," says André Benker, who acted as a CD coach together with Hans Tanner in the final phase of the course.
However, the two professionals only wanted to provide advice and deliberately "didn't shoot off any ideas", but instead gave creativity as much free rein as possible. As is customary, all groups first developed a strategic plan. Because the briefing was very open, "a bit of time was lost for long creative discussions", as Benker says.
The coach considers the ideas that were finally worked out to be "more well-behaved and cautious" than one might actually expect from young people. But in the current economic situation, they are perhaps already "conditioned not to dare and try out anything". Exception: The team that was awarded a Gold Cube decided to take an unconventional approach and tried things that are not feasible in everyday professional life, but which open up a lot of possibilities as a creative gimmick. The winners tried to sell Ikea's new car through a cleverly staged journalistic campaign in the media.
The participants of the ADC/BSW Creative School (if they are younger than 28 years old) will be invited to participate in the Young Creative Program in Cannes from June 19 to 23.
ADC/BSW Creative SchoolThe judges for the 8th course of the ADC/BSW Creative School were ADC members Valentina Herrmann, Simone Fennel, André Benker, Matthias Freuler and Hans Tanner as well as - representing the BSW - strategic planner Cary Steinmann.
The work will be carried out from mid-April on www.kreativschule.ch
presented.
The next course starts in September 2006, registration closes in mid-June 2006 and ends in April 2007 (ap).
The gold winners: Livio Dainese (Lowe), Koni Gebistorf (Contexta), Dominik Krattiger (Heye, Zurich), Maurus Zehnder (Jung von Matt/Limmat).
Silver: Nicole Glaus (Lowe), Ondrej Maczko (Matter & Partner), Annika Ramer (Jung von Matt/Limmat), Jota Ziogas (Euro RSCG).
Bronze: David Dudler (Wirz Werbung), Alexander Fürer (TBWA Switzerland), Dario Kast, Martin Stauch (Lowe Direct).
Andreas Panzeri
