Pullmain is more than just an IKEA toilet brush. This is the message Forsman & Bodenfors sent for Visit Sweden. In many promotional videos, viewers are able to visit the places behind the names of many Ikea products.
Marketing Sweden globally is of course the dream mission, and through this campaign we have developed an idea clearly based on Visit Sweden’s strategic mission. With the help of well-known IKEA products, such as the toilet brush, gaming chair and storage shelf, we highlight Swedish places and places that may not always be visible in this type of communication, he says. Marcus Haglof, copywriter at Forsman & Bodenfors in a press release.
“We appreciate IKEA”
The campaign offers 21 places where you can visit everything from Viking ruins, small towns, castles, and silver mines. And this Ikea name for the toilet brush after Småland Lake in Pullman is unlike anything Magnus Gunnarsson, president of Smålands sjörike and municipal councilor in Ljungby municipality, is offended.
We appreciate IKEA naming a product after our beautiful lake and that’s exactly what Visit Sweden has noticed worldwide. But now, along with Visit Sweden, we want to show the world that Bolmen is actually more than just a product you use to flush the toilet. It’s an incredibly beautiful place that the locals love. And now we want to invite the whole world to stay in our beautiful untouched nature with the same care as we and enjoy the clear waters, he says
The campaign launched in the US, UK, Germany, France and the Netherlands at the end of November, as well as hero films which also consist of social media digital devices and local articles.
Places featured in the campaign:
Bolmen in Kronoberg (toilet brush), Järvfjället in Västerbotten (game chair), Ektorp in Stockholm (sofa), Skärhamn in Västra Götaland (handle), Stubbarp in Skåne (cabinet legs), Kallax in Norrbotten (storage rack), Höljes Värmland (column)), Hemsjö in Blekinge (block candle), Toftan in Dalarna (trash can), Mästerby on Gotland (kitchen ladder), Voxnan in Gävleborg (shower rack), Himleån in Halland (towel), Laxviken in Jämtland Härjedalen ( Cabinet Door), Ingatorp in Jönköpings län. pull-out table), Misterhult in Kalmar (ceiling lamp), Vrena in Sörmland (worktop), Björksta in Uppsala (photo with frame), Norberg in Västmanland (folding table), Askersund in Örebro (cabinet door), Rimforsa in Östergötland (working table) and Budviken in Västernorland (wash basin).
Staff:
Agency: Forsman & Bodenfors
Client: Visit Sweden
Client Supervisor: Nils Pearson
Project manager: Niels Extrand
Account Manager: Ann Spinari Bengtsson
Account Executive: Joanna Bringfelt
Technical Director: Joanna Hoffman Bang
Copywriter: Markus Haglof
Author: Elizabeth Christenson
Designer: Håkan Larsson
Chart: Alina Sucher
Public Relations Strategist: Robert Johnson
Agency Producer: Magnus Kennhed
Production company: BRF
Director: Torbjorn Martin
Associate Director: Arthur Walgers
Executive Producer: Ricard Ostrom
Producer: Hampus Gunnarsson
Editor and online: Artur Wolgers
Audio: Ljudbyrån
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