|Simple, brilliant, banned
I think this is a brilliant campaign. By tagging the photos with your name, you essentially create a social object that gets shared with everyone in your Facebook network ... and instead of being shared by Ikea, it is shared by you, because you tagged yourself.
Like the Whopper Sacrifice
, it is simple and powerful.
Like the Whopper Sacrifice, it has been banned by Facebook.
The new FB rules governing promotions will not allow this to happen again. Anything that has a competition element has to be held within an application and thus not use the native “tagging” features in FB.
There's a great write-up of the campaign over on adland.tv
, by @Dabitch
. She's from Malmö Sweden, the same town where this particular Ikea is located giving her unique insight into the campaign.
Agency: Forsman & Bodenfors, Gothenburg, Sweden
Art Director: Adam Ulvegärde
Copywriter: Robert Lund
Tuesday, December 08, 2009
Yes, it is brilliant.
And very successful, from what I've read.
So maybe it's ok that it's been banned.
The campaign has had a good run, done its job, innovated -
and generated loads of publicity.
At least now we won't have to suffer all the imitators.
Which leads us to an interesting question about originality vs. effectiveness.
David Ogivly and Drayton Bird would say 'originality is your enemy' and they might be right. This idea for Ikea would probably work for lots of other brands. Why would the consumers care if 'the idea had been done before?'
To them, the idea is just the mechanism by which they're receiving the offfer or message. And therefore invisible.
Creative Directors on the other hand demand original ideas. And they may be right, too. Although isn't funny how many recent TV ads have been stolen off artists or scientists? By so-called 'industry geniuses'.
Anyway, they do say genius steals. A drumming gorilla, anyone?
Speaking of which, Game Theory states that by copying someone else's idea, you automatically, theoretically and potentially have access to 50% market share.
How funny would it have been if someone had done another drumming gorilla ad just days/weeks after the original?
Who would have been able to ban that?
# posted by Hayes Thompson : 11:28 AM, December 09, 2009
I think @faris said it pretty well: Talent imitates. Genius steals.
Does every act of creation begin with a theft?
# posted by George Nimeh : 1:24 PM, December 09, 2009