IKEA
IKEA used a Mobile Billboard campaign to target shoppers across Melbourne’s outer suburbs and major homemaker and retail precincts.
The campaign featured a unique creative designed to stand out in busy retail environments and reach customers already thinking about furniture, home improvement, decorating and household purchases.
Rather than relying on a single fixed billboard location, the Mobile Billboard could move between selected growth areas, homemaker centres and large-format retail destinations, taking the IKEA message directly to relevant shoppers.
Targeting Melbourne's Outer Retail Precincts
Target sales areas were residential areas where a large number of residents are living along major retail corridors
Target areas could include:
- Springvale and surrounding south-east Melbourne retail precincts
- Dandenong and Dandenong South
- Cranbourne and Cranbourne North
- Narre Warren and Fountain Gate
- Pakenham and Officer
- Moorabbin and Cheltenham
- Epping and South Morang
- Craigieburn
- Broadmeadows
- Taylors Lakes
- Caroline Springs
- Werribee and Hoppers Crossing
- Point Cook
- Maribyrnong and Highpoint
Routes focused on areas containing homemaker centres, bulky-goods retailers, shopping centres and major arterial roads connecting Melbourne’s growing residential communities.
Reaching Home and Lifestyle Shoppers
The Mobile Billboard was used to target customers near major home improvement, furniture, appliance and homewares retailers.
This included campaign activity around.
By targeting these locations, IKEA could reach shoppers while they were already considering purchases for their homes.
Unique creative execution
Creative is the heart of any successful advertising campaign, and IKEA was very much aware of it; they positioned their creative in that way to stand out in the competition.
The large-format display provided the space to use bold imagery, simple messaging and recognisable IKEA branding, creating strong visibility around busy homemaker centres and retail destinations.
The Mobile Billboard could also remain positioned near selected locations or circulate through nearby roads and car park approaches to increase exposure throughout the day.
Why Mobile Billboards Was used?
A Mobile Billboard gave IKEA the flexibility to target multiple retail catchments as part of one campaign.
Unlike a fixed billboard, it could move between different homemaker centres, Bunnings locations, shopping precincts and outer-suburban growth areas. Routes could also be adjusted based on customer activity, retail trading periods and weekend shopping patterns.
The format provided 100% share of voice and allowed IKEA to place its message close to relevant retail environments.
your campaign includes:
We work closely with you to ensure we target the right areas, and to ensure high exposure, high impact and cost-effective solution.
At every stage of the process, our experienced team are here to guide you through photo selection, caption creation, branding and graphics, to ensure you message achieves maximum impact. Audio, illumination, promotional sampling and other sensory elements can be added to further enhance your advertising message.
Once your mobile billboard campaign has begun, we can report daily, including:
- photographs
- traffic reports
- vehicle data
Campaign Outcome
The result of that campaign was pretty promising; it reached the shoppers who were actual IKEA ideal customers who actively buy stuff for their home and lifestyle in Melbourne and its suburbs.
By combining distinctive creative with targeted route planning, the Mobile Billboard placed the IKEA message directly in front of customers visiting homemaker centres, major retailers and growing residential communities.
