This month TheGrill takes a look at some great work from Lidl to Ikea, via Burger King to Adobe… so if you not had your creative fill this month, read on…
Q: How do you change a persons perception of a low cost supermarket?
A: By showing them low cost doesn’t mean low taste
Lidl Pop-up Restaurant
To change consumer perception of it’s retail chain, Lidl opened a pop-up restaurant in Sweden called Dill with a mantra “Good food doesn’t have to cost more.” The menus (around $75) were composed exclusively from its products. But there was a big secret, they didn’t tell anyone it was Lidl.
Q: What’s the best way to get your TA to check out your showroom?
A :By taking the showroom to them
IKEA Monorail Makeover
To celebrate the opening of a new location near Tokyo’s Tachikawa station, IKEA decided to provide an entire monorail with a makeover. The opening to the monorail came with a sign reading IKEA Party Train and visitors were immediately greeted to a buffet including food and drinks. The carriages decked out entirely with IKEA furnishings then allowed visitors to interact with the products and fully immerse themselves in the unique showroom.
Q: How do you get the most reach out of a sampling campaign?
A :By making the sampling a destination place
Burger King Motel
Motels can be seedy places, perfect for that clandestine affair — or maybe a light snack? Burger King New Zealand is promoting its Tender Crisp Chicken Burgers by encouraging people to try them out discreetly, effectively cheating on The Whopper, the best-selling BK Burger.
Enter Motel Burger King, an existing motel on Auckland’s North Shore where rooms feature booths and a table, and completely re branded toiletries, dressing gowns, slippers and stationary. There just aren’t any beds.
Rooms can be booked to try the new Tender Crisp Chicken Burgers via Facebook. If your booking is confirmed, you and three friends get a room. When you arrive, you have to check in via Facebook, and share photos via #motelBK.
Q: How do you showcase a brand used by creatives every second of every day?
A :By showing real time creativity
Adobe Logo Remix
Adobe’s Logo Remix project, required creatives and agencies to reinterpret the brand’s famous logo. Goodby Silverstein & Partner’s involvement on the project have seen them do so by creating a physical lights installation with 100 handmade cubes.
The installation represents the community of artists and designers who use adobe software everyday, with each cube correlating to an artist using Adobe software in real time. The installation will now form an intriguing centre-piece in Adobe’s San Francisco office.
Q: How can a consumer find original clothes in a market flooded with carbon copies?
A: By being given the tools to create their own
Yr, the brainchild of interactive digital specialists Luma whose work includes cutting-edge digital concepts for the likes of Nike, New Era and MTV, have developed the Yr Boxpark installation that will feature interactive touch-pods and the world’s only live all-over digital printing process, to give designers and the general public the opportunity to create one-off patterns and prints available to take away within minutes.
Q: How do you make sure a piece of on trade activity is appreciated by the consumer?
A: By rewarding them the more they engage
Carlsberg have just one-upped ‘Happy Hour’ creating what they deemed ‘Happy Hour 2.0′ and called it ‘#HappyBeerTime’… Carlsberg Group delivers 4G/USB sticks to pubs that plug directly into existing TV’s that launch the an app that hosts ‘#HappyBeerTime’.
With every #HappyBeerTime Instagram photo posted from a designated venue location, ‘Happy Hour’ is automatically extended by a period of time.