Even the big boys get it wrong sometimes! In their 2015 Catalogue launch project, IKEA (or their creatives: BBH) came up with a great concept. The initial advert (which I might say should definitely be appearing on the awards circuits next year) was brilliant, and quite understandable way wide shared & quickly spread.
Take a look here:
https://www.youtube.com/watch?v=MOXQo7nURs0
But that’s where things started to go wrong. The follow up campaigns, whilst trying to be joined- up in terms of their timing and design, failed when it came to delivery. Out of area offers followed by further offers – right area, lower value plus irrelevant QR codes came together to demonstrate a distinct lack of ‘joined-up”
You can view the details in the blog post on the DMA website here This is a great example of a case where the design and creative effort was significantly greater than the effort to actually use those creatives in the real world! Don’t get me wrong great design is important, but was the saying goes, it’s not what you have, as what you do with it that makes the difference!
