“NEW STUFF”
TEAM E Dylan D’Lima Eugenia Santaella Jessica Gomez Khethiwe Gumede Lorenzo Alibrandi Neha Bhamburdekar
IKEA CURRENTLY ASSOCIATED WITH: Innovation Design Basics Affordability
“In IKEA there’s always the same stuff”
THE PROBLEM
“We don’t need to go to IKEA this month, because next there will be the same things” Many visits are lost to the shops because of the perception, and the visit frequency remains low.
WHO WE ARE ADDRESSING AND HOW TARGET AUDIENCE: 25-40 years old. They may be at a time of new beginnings like a new job, marriage, new baby but also live normal daily lives. IKEA’s new stuff caters to all those situations with their extensive collections. TONE: In line with other IKEA campaigns. Light-hearted, surprising, smart and personal.
INSPIRATION FROM PREVIOUS CAMPAIGNS: PRINT
INSPIRATION FROM PREVIOUS CAMPAIGNS: GUERILLA MARKETING
Moving Living Room
Apartment in a Box (Brooklyn, NY)
PAST GUERILLA MARKETING: TRANSPORT
Ikea Bus (Stockholm, Sweden)
Party Train (Tokyo, Japan)
SOLUTION: INTEGRATED CAMPAIGN HIGHLIGHTING NEW STUFF IN-STORE AND GETTING MORE FOOT TRAFFIC
“ALWAYS DIFFERENT #ALWAYSIKEA”
PRINT & DIGITAL CAMPAIGN
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GUERILLA MARKETING: TOURIST ATTRACTION TAKEOVER
Furnish different main city centres around the world with new IKEA furniture every weekend for a month Ex. Madrid- Palacio de Cristal, Toronto- Dundas Square, New York- Times Square, England- London Eye, ItalyRome.
Inspiration
SHUTTLE SERVICE/PARTY BUS
Have a free bus service around the major cities furnished with Ikea’s new stuff that takes people to IKEA stores and has redeemable discount coupons that can be used when buying the new items.
TV Script *Will be translated for every country it will be shown in* The video opens with Amanda in front of the door of her home, a close up on the IKEA bag and the keys in her hand. She opens the door, steps in then tells Julian that she is home. At that point, she finds him in the kitchen, sitting at the table. Julian is puzzled looking at the bag then looks up at her. Julian: What's in your hand? Amanda: This is a big surprise! Julian: (looks at the small IKEA bag) it doesn't look like that big of a surprise. Amanda (with a cheeky smile): Wait for it and you will see. Amanda puts the bag on the table then reaches in and takes out a blue box with the IKEA logo on it for Julian. He opens it, and in front of him are two sections of the box. The first section has a pregnancy test and the other a panic button. He reaches for the pregnancy test. Julian: “Is this for real?!” Julian asks, with a happy look on his face. Amanda: “Press the button and find out” Amanda says with a smirk.
The “Panic Box” Campaign
TV Script Julian presses the panic button. A group of IKEA staff walks in the front door suddenly carrying in all types of furniture. They quickly go into the guest bedroom and start transforming the room into a nursery. We show a time-lapse during this time as the staff sets up an incredible beautiful baby nursery all with furnished products from IKEA. There is a close up of an emotional moment when the two protagonists look into each other's eyes. Julian: So it's for real? Amanda: Yes! It's for real. *Cinematic/emotional montage of Julian and Amanda enjoying their new nursery* Deep Male Voice Over: Getting new stuff doesn’t always require a life-changing situation. Come and shop from our collection of over 600 new products a year “Always Different #AlwaysIkea” Fade to black
TV Script 2 The video starts with Andrew getting ready for his first day of college. He looks very excited. He gets all his bags and goes to the bus station. He gets on the bus and starts the trip to college. When he arrives he starts to look for his room to leave his bags. He opens the door of the room and there is John his dad waiting for him with a smile in his face with a blue box in hands. Andrew opens the box and he sees a panic button and the key for the room. John: Congratulations son, you’ve made it. Andrew: I’m very excited, but what is this? John: Just press the button. Andrew presses the panic button. A group of IKEA staff walks in the bedroom door suddenly carrying in all types of furniture. They quickly start putting together Andrew’s college room. We show a time-lapse during this time as the staff sets up an incredible room all with furnished products from IKEA.
TV Script 2 Then there is an emotional close up of Andrew looking at his dad. Andrew: how are we affording this? John: don’t worry son, you’ve earned this. *Cinematic/emotional montage of Andrew and John enjoying the room* Deep Male Voice Over: Getting new stuff doesn’t always require a life-changing situation. Come and shop from our collection of over 600 new products a year at IKEA. “Always Different, #AlwaysIkea”