House & Home (128)
The loo roll exhibit
Is a positive brand experience in a public toilet possible? Creators of the Black Toilet Tissue Renova have launched a new public toilet concept to showcase their products and enrich their brand image. It costs 50 cents to use the facilities but once inside you can pick the tissue paper in the colour of your liking, browse an art gallery and buy Renova products.
Why it matters
The simplicity of the idea is laudable. If you sell toilet paper, why not advertise and sell it in a public toilet? But the scale on which it was done could only be achieved by a brand that has managed to associate itself with celebrities and glamour, which is rather odd for a product such as toilet paper. What out-of-the box places could be turned into proper brand experience platforms? And what products could be glamourised?
The Wal-Mart “Pick Up Today” program allows consumers to purchase merchandise online and receive free same-day pick up at the Wal-Mart of their choice. While currently available at some Wal-Mart locations, this feature will be rolled out nationwide by the end of March.
IKEA are the protagonists of a new online kitchen brochure. The new digital catalogue contains videos that show the IKEA kitchens of eight real Spanish families. They are individual kitchens and homes that are each very different. In this way, by entering www.ikea.es, we can place ourselves in Juan and Gloria’s kitchen - a couple who have been married 41 years; in Estibaliz’s kitchen - a young woman who has just become independent; at Maria Jose’s house - Maria Jose has five children, two from her previous marriage and three from her husband’s previous marriage.