Company Name: GoMobile Advertising
Entry Group: Single execution: Street furniture / transit / alternative
Product Category: Special F/X
Entry Description: This campaign featured over 200 hours of drive time on a Biodiesel-powered mobile multimedia vehicle with a full graphic wrap and a furniture display built inside. The mobile showcase assisted in the Seattle launch of the 2007 IKEA catalog, and included seatbelts to allow models to sit in the back and ride on the couch while the vehicle was moving. All furniture and lighting installed could be found at an IKEA store, and valued about $1000. Six illuminated scrolling billboards were produced and installed to scroll at various times throughout the campaign, resulting in two completely separate executions. Music and advertising was created with Ingemar's (the IKEA spokesperson's) voice specifically for the campaign and was broadcasted both via an FM transmitter and via eight externally-mounted speakers; consumers were told that if they went into the IKEA store and said "Meatballs" to the greeter, they would win a prize. Street teams passed out over 3,000 catalogues and calendars for a two week period. The vehicle was seen at over 30 of the highest attended events in Western Washington in over 5 counties during the campaign. It resulted in what was hailed by the advertising manager as one of the most successful catalog drops IKEA of Seattle has ever seen. 
Agency: GoMobile Advertising
Title of Work: IKEA Hits the Streets
Advertiser: IKEA of Seattle
Brand: IKEA

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