Creativity requires time, curiosity, an awareness of what is around you, a tolerance for risk, and an irreverence for the status quo. These are no longer common in an environment of the 24 hour turnaround, but when you see an example, you notice it, remember it, and just perhaps it influences behaviour.
However, from time to time, someone also takes advantage of the quick cycle and comes up with something creative, irreverent, and different, and it works.
As a young marketer, one of the key metrics was awareness. How much did we have to spend to generate a specific level of awareness?
The ad in the header was as far as I am aware, just on a few Ikea stores in Queensland. The cost would have been almost nothing, the impact significant. Most poster ads go unnoticed, this one was noticed, and the new age tools spread it, which is how it came to me.
A terrific idea.
My favourite marketing guru, Albert Einstein quipped, amongst his many, ‘Creativity is intelligence having fun’
Somebody in Ikea was having a lot of fun!
PS. June 4.
It turns out the ad in the header was a ‘fake ad’ put out by a creative consultancy, Adrian Elton, in an effort to get the attention of Ikea management.
I am sure it worked, as Ikea is not stupid. This is an example of a big idea, so lacking in todays churn of mediocre ideas passed off as content creation.
