This one is pure genius… half the time.
Ikea’s RGB Billboard pulled one of the most creative and innovative Out of Home advertising thus far. This isn’t really surprising coming from Ikea. They have been consistent in creating and coming up with some of the best and most creative Out of Home and digital marketing and advertising efforts. However, this is one of the few efforts they made where some form of technology is heavily integrated.
Ikea’s latest Out of Home advertising clearly and accurately embodies the furniture of Ikea, it maximizes space, versatile and sleek.
The aim was to transform one billboard to three by finding a way on how to delivery three different messages. They found away to do it via RGB.
RBG is actually a concept developed by Silvia Quintanilla and Francesco Rugi. The goal is to be play with “surface” or the outer layer of things. They find ways on how to transform the surface to different things by finding different elements that would call for different reactions from the surface.
In Ikea’s billboard, they created three different headlines on top of another. One headline is magenta, another yellow and another blue. It is backlighted and surrounded with bulbs with different colors, green, blue and red. When the billboard is illuminated by green lamps, only the line printed in magenta is readable. Purple light makes yellow visible and red light brings blue visible.
The one thing great about the whole stunt is its consistency with the brand. They didn’t create a stunt for the sake of creating a stunt. One of the most important thing in any marketing stunt is the emphasis in consumer benefit. This one did so subtly but clearly.
Here are some things about the stunt that’s worth mentioning.
- It is consistent with the principles of all Ikea products: it is simple, maximizes space and eye catching.
- There were no complicated aesthetics. In fact, they used nothing but words but it was just as effective.
- There is no complicated mechanism. Like pieces of furniture in Ikea, you don’t need a college degree in order to put everything together.
Modernizing the Brand
Ikea has been going to great lengths to modernize their brand and make it more friendly to the younger market. They come up with simple, relatable but fun concepts to draw the younger crowd. This is one clear proof on how advertising can make a difference.