Consumers in Holland still think that IKEA stands for the BILLY, the LACK table and the PS cabinet. But there’s a lot more variation at IKEA. In fact, the Swedish furniture store has so much to offer that you can tell something new every day. And that’s exactly what we did in our latest TV-campaign. We took our campaign strategy ‘Every day different’ and used it as our media strategy.
Creative Execution
We show a different TV-commercial every day. That’s 365 commercials a year. This is made possible by smart media planning, advanced production techniques and a lighting fast creative process. Every commercial highlights a new product, a different style or a new advantage. This way, we prove that every day is truly different at IKEA. The pay-off - emphasizes this. The commercials were not only sent out on different TV–channels every day, but were also put on the homepage of IKEA and a special YouTube page to get even more viewers.
We show a different TV-commercial every day. That’s 365 commercials a year. This is made possible by smart media planning, advanced production techniques and a lighting fast creative process. Every commercial highlights a new product, a different style or a new advantage. This way, we prove that every day is truly different at IKEA. The pay-off - emphasizes this. The commercials were not only sent out on different TV–channels every day, but were also put on the homepage of IKEA and a special YouTube page to get even more viewers.
Results and Effectiveness
In a market that shrunk 4% due to a recession in the furniture industry, top of mind awareness gained 6 percentage points. And 4% more consumers are said to have bought IKEA furniture when the campaign was running. Furthermore, there was a clear connection between the advertised product and increasing sales in the days after. This gave IKEA total control from a marketing-logistic point of view.
Recognition
• Silver Eurobest 2011 : Film - Retail stores
In a market that shrunk 4% due to a recession in the furniture industry, top of mind awareness gained 6 percentage points. And 4% more consumers are said to have bought IKEA furniture when the campaign was running. Furthermore, there was a clear connection between the advertised product and increasing sales in the days after. This gave IKEA total control from a marketing-logistic point of view.
Recognition
• Silver Eurobest 2011 : Film - Retail stores
• Silver Epica 2011 : Media Innovation - Traditional Media
- Nomination Tomorrow Awards 2011
- Nomination Eurobest 2011 : Media - Best use of film
- Nomination ADCN Lamps 2011 : Commercials
- Nomination ADCN Lamps 2011 : Commercials
+ Published : Contagious magazine - Issue 28/Q3 2011
+ Published : Book 'Newsjacking' - Urgent Genius of Real-time Advertising
+ Featured : Advertising Served - Best Creative work 2011
