IKEA // innovation in the kitchen.

It must be said that IKEA have truly led the furniture advertising world both in the simplicity and effectiveness of their traditional advertising and in their use of new media initiatives. IKEA are known for their quality affordable furniture and expansive range, but what is most impressive is their ability to understand and to relate to their consumer, to make the online and mobile experience with the brand both interactive and fun.

Recently, IKEA created a very clever and interactive idea using the most of technologies to create an engaging video game space for users. The video app is embedded with a narrative that can be experienced through a number of different characters' viewpoints (including the fish and dog) and putting the audience in charge of their own exploration. IKEA were able to highlight their IKEA solutions in an interactive way, allowing users to pull up information on pieces of furniture by clicking on them.

I also enjoyed this 2010 augmented reality campaign from IKEA that allowed users to visualise how new furniture may have fit into their home through the use of an app and their phone camera. The challenge was to overcome people's barrier of not being able to visualise how new furniture may fit into their home. The solution, visualise to your heart's content with the IKEA portable interior planner app.

Simple yet clever, brilliant.

 

  

Coca-Cola // keeping it fresh with 'Project Re-Brief'.

Love the thought behind this campaign; the transcendence of past into present. The original Coke ad, which aired in the US in 1971 is an iconic advertisement from this period. It features what were at the time new and growing trends of globalisation and connectivity. It tapped into the spirit of sharing and the act of coming together in a way that really resonated with its audience. The theme song itself describes how "I'd like to teach the world... to sing with me... in perfect harmony... I'd like to buy the world a coke."

The new mobile app Coke have released enables people to send a free coke to a number of locations across the world, thanks to specially designed dispenser machines. You can personalise your message and watch the reaction of the recipient as they receive your free Coke. A clever idea that certainly makes the most of modern digital technologies, while extending the spirit of the original ad.

You can view a demo of the mechanics of the campaign via the video below.

A clever idea, but will it take off?

Personally, I was surprised by how much I enjoyed the recent 'Share A Coke' campaign we had in Australia. Coke bottles and cans were labelled with people's names or those you would use to address your friends. "John", "Buddy", "Champ" and many more, featured across bottles and cans; the variations were immense. It was hard not to feel involved with the brand as we searched hopefully for our own names or those of our friends.