IKEA leaves everyone spellbound in Hyderabad
By Bhawana Anand - August 10, 2018
The campaign was writ large on the conventional OOH formats and was augmented with innovations at transit consumer touchpoints like the airport, bqs and auto stands
IKEA’s grand India debut with the opening of its massive 4,00,00 sq ft retail outlet in Hyderabad was promoted with a disruptive, impactful OOH campaign that arrested everyone’s attention in the city, as also captured the imagination of people around the country as the campaign images got circulated on the social media. The campaign was writ large on the conventional OOH formats and was augmented with innovations at transit consumer touchpoints like the airport, bqs and auto stands.
At the Hyderabad airport, the conveyer belt, a high dwell area, was utilised to inform the arrival of the IKEA brand in India where the branded boxes were placed on the moving belt to the amazement of the passengers waiting to collect their bags. The boxes were branded with the message ‘The IKEA’s store is now open at HITEC City’.
Next, a bus shelter located on the main arterial road of Hyderabad was converted into a well-furnished air-conditioned room where the passengers waiting for the buses could experience the different offerings of the store. The bus shelter, managed by Prakash Arts, gave the brand an opportunity to offer a store-like experience to new audience and drive them to the store.
Lastly, a unique transit activity on the auto stand was executed where people were given a chance to a ride to the IKEA store. A huge number of auto rickshaws were branded with IKEA identity and equipped with VR headsets and technology allowing passengers to have a virtual experience of the IKEA product range -- while on the move.
The media duties of the brand are handled by Group M in India and OOH duties are handled by Kinetic India.