Diamond Integrated Marketing’s out-of-home (OOH) advertising campaign that announced the 2017 opening of Ikea’s first store in Atlantic Canada has won the Canadian OOH Marketing and Measurement Bureau’s (COMMB’s) first annual Grand Iris Creative Award.
Co-created by art director Chad Lesch (pictured, left), the campaign’s contextual messaging spanned posters, bus wraps and ferry ads and suggested a fit between the store—which opened last September in Dartmouth, N.S.—and East Coast culture. Research showed consumers liked the playfulness of the ads.
“The campaign had a positive impact, with 74 per cent of Nova Scotians expressing an intent to purchase goods at Ikea,” says Rosanne Caron (right), president of COMMB and a member of Sign Media Canada’s editorial advisory board (EAB).
Diamond’s creative team will be COMMB’s guests next month at the Outdoor Advertising Association of America’s (OAAA’s) 2018 Obie Awards.
