Virgile Lassalle
Copywriter at Romance
Paris, Francia
TitoloSocial Security
Titolo (Lingua Originale)Sécu
Agenzia
Campagna Sultan matresses - IKEA
Cliente IKEA
Marca IKEA
Data di Prima Diffusione/Publicazione 2004 / 9
Prodotto Sultan matresses
Prodotto (Lingua Originale) Matelas Sultan
Settore Negozi al dettaglio di prossimita'
Slogan Quality of a great brand till 50% price down
Slogan (Lingua Originale) La qualité d'une grande marque jusqu'à 50% moins cher
Trama To promote its new range of Sultan mattresses, IKEA and its agency creates a press campaign which follows the concept: IKEA REACT.

4 ads, constituted by a teaser and its reveal, illustrates the promise of a cheap price
Trama (Lingua Originale) Afin de promouvoir sa nouvelle gamme de matelas Sultan, IKEA et son agence ont imaginé une campagne presse qui vient nourrir le concept: IKEA REAGISSEZ.

Quatre annonces constituées d'un teaser et de sa révélation, illustrent une promesse de prix bas
Filosofia CLM/BBDO agency created a brand signature which sounds like an order. This tagline has for vocation to become the leitmotiv of the company. It presents a strong potential and will be used as a communication platform.
Filosofia (Lingua Originale) L'agence CLM/BBDO a conçu une nouvelle signature de marque qui sonne comme un mot d'ordre. Cette signature a pour vocation de devenir le leitmotiv de l'entreprise. Elle présente un fort potentiel et sera utilisée comme plateforme de communication.
Problema Patrimony notion is strongly implemented in the French culture. French people remain very conservative in term of furniture and decoration, even if the society evoluates quickly and French people show their need of changement. They inherit often furnitures whose they won't then leave easily.
To fight against this conservatism, IKEA bets to give to everyone the desire of changement for interior and to live better at home.
Problema (Lingua Originale) La notion de patrimoine est fortement ancrée dans la culture française. Bien que la société évolue rapidement et que les Français manifestent un grand besoin de changement, ils demeurent très conservateurs en matière de mobilier et de décoration. Ils héritent bien souvent de meubles dont ils auront du mal à se séparer par la suite.
Pour combattre ce conservatisme, IKEA prend le pari de donner à chacun l'envie de changer son intérieur pour mieux vivre chez soi.
Tipo di Media Stampa e stampati
Market Francia
Advertising Manager
Advertising Manager
Creative Director
Creative Director
Account Director
Advertising Manager
Advertising Manager
Art Director
Copywriter
Copywriter
Photographer
Art Buyer

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