Ikea and Adshel join forces


‘Contextually relevant’ is a phrase more frequently used in advertising than any other. As much as it is overused, there’s no other expression quite like it that captures the meaning of ‘meeting your consumer in their environment’. Ikea’s collaboration with Adshel is a perfect demonstration of relevant, innovative advertising. The Swedish furniture company placed comfy sofas & living room displays in bus shelters across Sydney and Perth.

Our take

Where a customer could ignore a catalogue or subscription email, this installation would be hard to miss. Not only is this execution contextually relevant, it’s brilliant. It illustrates the importance of creativity to cut through the advertising clutter. Ensuring your message is relevant to its environment means it’s hard to ignore, being more impactful.

Jess Adjei

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.