Vending machines

Campaign idea

The summer of 2017 was one of the coldest in recent years. Visitors of the parks could not spend as much time outdoors in big cities as they wanted. IKEA offered visitors of the parks to spend more time outdoors in as comfortable and cozy atmosphere, as at home, by installing vending machines that sell throws. IKEA's offer was enthusiastically accepted by city residents, thus it increased throws sales by 446% of the planned volume. On weekends vending machines were replenished every 20-30 minutes. And all of this for zero budget.

Brand name: IKEA
Advertiser / client: IKEA
Product / service: IKEA throws
Campaign name: Vending machines
Agency network: BBDO WORLDWIDE
Agency: Instinct agency, Moscow
Additional company: n/a
Executive creative director: Roman Firainer, Yaroslav Orlov
Art director: Antonina Pirogova
Copywriter: Evgeniy Golovan
Client account director: Marina Vershinina
Senior planner: Anna Zakharova
Additional company: Account Manager – Olga Chernova