I am not a big fan of shopping at IKEA, but on a recent trip there with the family I discovered something (a fabulous touch point) that has completely shifted my feeling on the store. Tucked back in a corner near the entrance is a place they call Småland, a children’s play area. This touch point is even better than the meatballs they sell at the food court.
So what is Småland and how does it work. It is a play area where we were able to drop off our son while we shopped. Instead of him having to tag along with Mom and Dad, he got to play in ball pits, on sliding boards, tunnels, climbing obstacles and even watch a movie. That is right; he got to have a blast in Småland while we shop for the furniture and home goods we needed. No more having to chase him through the kitchen models or drag him along as he gets bored and restless. We could concentrate on our shopping and he gets to run around in an area where it is allowed. There are some rules, age restrictions and requirements like the children must be potty trained, but the best part… it is free of charge.
Småland is a great example of a company looking outside of its normal operations and creating a touch point for the brand that is unexpected. A touch point that creates a positive perception for the brand, I know it did for me. With this one simple idea, IKEA as completely shifted my perception of the brand and changed my feeling about having to go shop there. Their furniture may still come with some of the least helpful instructions, but their stores provide an enjoyable shopping environment having Småland available for the kids.
One of the better campaigns out right now is AT&T’s It’s Not Complicated kids campaign. They are some of my favorite commercials running at this time. I love the off-the-cuff feel and how the kids seem to drive the conversations. Yes, I have read articles talking about how the commercials are not completely adlib and that there is a basic scripted idea. However the articles also mentioned that the directors will let the kids talk and see where it goes, a film everything and see what there is in the end approach. Obviously the kids steal the show, but the actor (Beck Bennett) is just as funny and delivers the right amount of lines to enhance the comedic level without overshadowing the kid’s performances.
Since I enjoy this campaign so much I thought I would rank my top 3.
Honorable Mentions:Dizzy (here) and Nicky Flash (here)
These two crack me up, but just weren’t funny enough to make my top 3. They were good enough that I had to at least mention them, so feel free to click the links and view them.
Number 3: More
The girl’s rambling about why someone would want more seems to go nowhere, but strangely enough I feel like I can follow her thinking. This sediment is backed up by Beck’s nicely placed line “I follow you”.
Number 2: Werewolf
The little girl’s statement about becoming a werewolf is so random. She goes on and on about becoming a werewolf as an example for why it is better to be fast. The rambling in this spot actually does go nowhere, but is funny enough that I don’t really care. My favorite part being when she makes the growling noise and then translates it. Beck delivers a perfectly timed and confused sounding “what?” that wraps it up nicely.
and Number 1: Tree House
The disco comment is funny but the little boy’s delivery when he is talking about the T.V. is amazing and such a representation of how kids communicate (trust me I have a 3 year old boy of my own). That boy steals the show. Not to mention that he is talking about putting a flat screen in a tree house, which is funny enough. This commercial makes me laugh every time I see it, even when I looked up the clip for this post.
If you are interested, there is a short behind the scenes video on the making of these commercials HERE.