MEDIA CHOICE: Ian Darby, Campaign's media editor, picks an Ikea campaign that attempts to increase the effectiveness of inserts

"The wastage problem with inserts has irritated advertisers for years, so it's good to see a new solution developed in a current campaign by Ikea across a range of Emap titles.

"For the first time, editorial sections of magazines, including Red, Elle and New Woman, contain a branded section band across them. Readers have to break the band - which promotes Ikea's "Live unlimited Fun Sheet 2" - to read the section. Once the band is torn the "Nosh Funsheet", which introduces ideas on how to eat informally, falls out of the magazine.

"The targeting of the insert to specific sections, such as the Living section in Red, ensures that medium and message are perfectly aligned. The creative is suitably in keeping with this disruptive and quirky campaign."

Client: Ikea

Medium: Insert in women's magazines

Media planning: Rebecca Davies and Mark Sherwood at MediaCom

Media buying: Lucy Brunning at MediaCom

Creative: Karmarama/Outfit

Brief: Make sure that the new ideas from Ikea are noticed and not thrown

away like many inserts. Achieve standout for the message

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