Description

AGENCY: IDN Finland

CLIENT NAME: IKEA

BRIEF

OBJECTIVE
The objective was to get a record number of visitors to the five various stores, an increase in sales compared with a normal
weekend and also to reward the members for their activity and get new members.
CHALLENGE
The challenge was to, with a small budget, fill the stores with people, increase sales and to get new members as well as encourage the members to celebrate their IKEA FAMILY membership with, among others, pajama parties and decoration seminars.

STRATEGY

TARGET AUDIENCE
800,000 IKEA FAMILY members, their families and potential new members.
CREATIVE STRATEGY
The creative solution was based on a store-specific invitation; you are important to us, come and celebrate with us. The
theme was “Where the good days start”, which is IKEA´s international theme for this sales period. The carrots for the members were member offers, coffee and cake and, in accordance with the theme, we promised a surprise gift to all dressed in a pajamas (for grown-ups a bathrobe, for children a soft toy). In addition, the stores arranged decoration seminars to which you could register on a store-specific landing page. In the external marketing, the focus was in
acquiring members, from banners you were directed to your landing page, where you had an opportunity to sign up as a member, register for the events and the decoration seminars.

RESULTS

Number of visitors increased by 30 % Compared to
normal amount of customers/weekend
Participants in the pajama parties: SEVERAL HUNDREDS!
Consumption of coffee and cake: OVER 6,500 PORTIONS SERVED
New members acquired during one weekend: OVER 4,000 Average apprx. 50 new members/weekend

CAMPAIGN ELEMENTS

CAMPAIGN DESCRIPTION
A store-specific invitation to the members by email
A registration landing page for the members, a thank you page
An IKEA web page banner and external media banners
A landing page for the external media, a sign up page and direction to the sign-up landing page
Mobile reminders
Facebook postings
Flyers
An employee poster