‘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.
Ikea and Adshel join forces
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