Chad Lesch; Diamond Marketing Integrated and Rosanne Caron; COMMB
Diamond Integrated Marketing’s OOH campaign to announce IKEA’s first store in Halifax has won the 2017 Grand IRIS Creative Award.
The contextual messaging of the OOH campaign reinforced its fit with East Coast culture and consumer research showed Nova Scotians liked the playfulness of the ads.
“The OOH campaign had a positive impact on purchase intent with 74% of Nova Scotians expressing a positive purchase intent towards IKEA,” commented Rosanne Caron, President; COMMB.”
The OOH campaign was created by Chad Lesch, Art Director and Dorian Burns-Coyne, Account Director. Media placement was handled by Jungle Media.
“When IKEA opens a store in a new city they really take the time to get to know their neighbours. Our goal was to take those learnings and not just get people excited about IKEA, we wanted East Coasters to get excited about their IKEA. That’s what this campaign was all about, and these OOH pieces did for us, said David Diamond, CEO; Diamond Integrated Marketing.”
The campaign ran on a variety of OOH formats including transit, ferry and posters.
The Diamond creative team will be COMMB’s guests at the 2018 OBIE Awards in Austin, Texas.
COMMB is the national organization for the Canadian OOH industry comprised of advertisers, advertising agencies and OOH companies. COMMB is responsible for developing and verifying audience measurement methodologies, providing audience data and planning resources, marketing and communications, government relations and member services. www.commb.ca
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