2012 Results

CAT 29 - Promotions & Incentives (PIE)

SILVER

SMFB (NORWAY)

IKEA iPad catalogue, "IKEA BERÖRA"29-02371-PIE
 

Agency (city): SMFB

Copywriter(s): HANS MAGNE EKRE, ALEXANDER GJERSOE

Art Director(s): HANS MAGNE EKRE, ALEXANDER GJERSOE

Account Director: Kristian Kristiansen

Account Manager: Hanne Grobstock, Tonje Skjetne Bjornerem

Designer: Nicklas Hellborg

Short explanation

Making gloves and mittens work on the iPad was quite useful since it was in the middle of a freezing cold winter in Norway, when mittens should be kept on at all times. Creating simple, effective and cheap solutions to everyday problems for everyone, is at the core of IKEAs brand.

Description

To launch the iPad version of the IKEA catalogue in Norway we created a brand new IKEA product called 'BERÖRA'. It ́s a sewing kit with a special conductive thread to sew into say the index finger of your favourite gloves. This little operation will make your gloves, mittens or whatever work on a touch-screen in the cold norwegian winter. People could order the kit for free online, and it was sent to them by mail