Special APG posting campaign for IKEA
In all large Swiss cities, APG implemented an unusual national poster campaign for IKEA. In addition to classic standard formats, vouchers were integrated at numerous sites to systematically boost store traffic for IKEA home furnishing outlets and help push clearance sales.
"Now in the new IKEA catalog – one of more than 1,000 debuts." Since August 16, 2010, this message has been combined with various visuals and delivered across all poster formats in Swiss urban centers. At hand-picked locations in pedestrian zones, snipes were applied to the posters to conceal the advertised item and thus arouse curiosity. The snipes doubled as attractive vouchers that invited pedestrians to visit the nearest IKEA home furnishing store. Jan Maurer, Marketing Director with IKEA Switzerland commented on the current campaign: "On our posters, we want to showcase brand new products in the habitually unusual manner and intensify the promotion of our clearance sales. We are delighted with the support we received: APG accommodated our wishes very flexibly."
Responsible for the campaign
APG: Thomas Macho
Advertising agency: Unikat Kommunikationsagentur AG, Küsnacht, Creative Director: Daniel Meier
Media agency: Mediacom Zürich, Alison Green
Marketing direction IKEA Switzerland: Jan Maurer
Advertising direction IKEA Switzerland: Manuela Raue
About the company
APG AG is the market leader in Swiss outdoor advertising, with a market share of 75%. As a subsidiary of Affichage Holding SA, the company provides posters at busy locations all over Switzerland. Using one of the largest natural gas-fuelled vehicle fleets, the regular trips made by its employees to expertly hang posters in urban and out-of-town settings have minimal environmental impact. With over a century of experience at these diverse sites, APG combines quality with decades of tradition.
Thomas Macho, Key Account Consultant, Giesshübelstrasse 4, 8027 Zürich
Phone: +41 58 220 70 37