303Lowe Perth has won a very much deserved Pencil Nomination in Tactical Press Advertising.
Ikea Australia’s Valentine’s Day ad was given free placement (via editorials) in Daily Mail, Business Insider, AdWeek, Mommyish, Mashable, Perez Hilton…and, nooo – Christian Post.
Why? Because it is wonderfully witty, fiendishly provocative and very clever. Oh, and there is sex in the sub-text.
Ikea placed a newspaper ad on Valentine’s Day that offered a free $99 Sniglar crib for babies born nine months from that day (so, November 14). You had to clip out the voucher and keep it in a safe place for the nine months. You also had to provide proof of birth. The coupon has a lovely rider: “Delivery not included.”
It’s up against BBH London’s carpe diem Maggiemite for The Guardian. You can’t always barrack for the home team.
