Sliding Doors in Print

22/10/2009

Speaking of furniture, 303 advertising agency in Perth, Australia launched interactive print campaign. Spreaded in two full right-hand pages in the newspaper they interacted with each other. When the first page was moved sideways, it revealed the second page beneath. The creative execution featured an unbranded full-page IKEA NEXUS cupboard door with the copyline “Slide to open” on the the margin. When a reader followed the instruction, the entire center section of the paper moved sideways, revealing smart storage solutions inside the wardrobe on the second page.

storage_Sliding_Doors

Here is what 303 had to say about the campaign:

IKEA is famous for its storage. But demonstrating the key benefits of IKEA storage solutions in traditional print media can be flat and uninspiring – hardly the desired attributes of the brand, itself. So when IKEA wanted to promote the ease-of-use and practical storage benefits of their sliding door wardrobe system over traditional open-out doors, we suggested an innovative creative and media solution. By demonstrating the features and benefits of their flagship PAX bedroom storage system in a novel and engaging way, surprising consumers and using the unique properties of the newspaper medium itself.”

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