WHO SAID THE KAKTUS IS FAR AWAY?

The campaign that defined spring in Belgrade has now been recognized as the best Outdoor campaign in Serbia.

Our challenge was to change the perception among many Belgraders that the IKEA store is difficult to reach. In reality, residents of New Belgrade can get there in just 20–25 minutes via the motorway.

To communicate this, we created the playful slogan “Who Said IKEA is far away?” and developed 18 geo-targeted executions, each tailored to a specific neighborhood of New Belgrade. Every location was connected to selected IKEA products through locally relevant and engaging messages.

This original and witty approach earned us a Kaktus award.