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IKEA – Customer Acquisition Campaign
- 1. IKEA Frequent Visitor Acquisition Campaign Master in Visual and Digital Media IE Business School 2017
- 2. 01 WHO WE ARE THE CLIENT BRIEF CLIENT CHALLENGES THE CAMPAIGN 02 03 06 04 05 CUSTOMER JOURNEY BRIEF IN SUM
- 3. Alexandra Web Content We Are POCO. A Full-Service Communication Agency Providing Integrated Digital Solutions Astrid Marketing Eric-Azad Planning Franziska Account Service Rossana Design Soyoung Digital Strategy
- 5. IKEA is… The world’s largest furniture retailer Operating in 411 stores in 49 countries Known for continuous product development Offering a range of over 12.000 products Releasing 600 new products every year Able to steadily lower prices due to strict cost control
- 7. The Challenges IKEA Faces Consumers perceive IKEA as repetitive and have the impression that products do not change over time.
- 8. The Challenges IKEA Faces Stores are located far outside the city center, keeping people from visiting them without a need to buy
- 9. The Target Audience Customer stop buying IKEA products for themselves after the age of 34.
- 11. The Target Audience But: They still buy furniture for they’re children! Thus: Target group split into youth (age 20 – 34) who buy furniture themselves and parents (age 35 – 55) who buy furniture for their children.
- 12. Communication Objective is to Change Consumer Perception I will only go to the IKEA store if I have to, because if I don’t go frequently I won’t miss anything. Current Do IKEA is as a brand that is always the same and doesn’t change its products Current Belief In IKEA there’s always something new. If you come to one of our stores you won’t be bored or disappointed as each visit is a unique experience. Customer Proposition I believe, IKEA products change frequently and there is always something new in the store. Desired Belief I go to IKEA frequently, because I enjoy the experience and always discover something new. Desired Do
- 13. THE CAMPAIGN
- 14. One year-long transmedia campaign with two objectives: § Change brand perception § Mobilize customers to increase frequency of visits 3 5
- 15. THE BIG IDEA
- 16. It’s a new dawn It’s a new day It’s a new IKEA.
- 18. OOH Campaign Real time temperature and the IKEA product related to weather. Different product displayed every day. Placements: high foot traffic areas in Barcelona, Bilbao, Gijón Madrid, Malaga, Murcia, Seville, and Zaragoza
- 20. OOH Campaign Reference Bonds - Australia OOH campaign with seven-story-high weather billboard in downtown Melbourne, on which the lads reacted in real time to cold, warmth and wind.
- 21. Collaboration with Rodilla cafés, changing the interior design everyday for one week with IKEA furniture Incentivize consumers to come back every day – offer increasing coffee discount on coffee for consecutive days. Create video campaign based on this Rodilla x IKEA Café to be utilized on online media. Physical Awareness Campaign
- 23. Browser extension for Chrome and Safari showing original IKEA dashboard, rather than new tab Each day, the page changes and shows beautiful sights of Sweden Page also includes campaign tagline and IKEA product. Promotion of extension on IKEA website as well as Facebook ads Digital Awareness Campaign
- 24. 7:06 Good evening, Ana. What is your main focus for today? It’s a new dawn, it’s a new day, it’s a new IKEA.
- 25. 7:06 Good evening, Ana. What is your main focus for today? It’s a new dawn, it’s a new day, it’s a new IKEA. May we suggest… Study for copywriting exam
- 26. Momentum as Campaign Reference
- 27. Calendar for special occasions, such as the Advent calendar. Filled with furniture chocolate. Seasonal Awareness Campaign
- 28. Mobilize customers to increase frequency of visits
- 29. Leverage release of Fifty Shades Freed, a sequence of Fifty Shades of Grey, on Feb 10, 2018. Collaborate with movie and launch a campaign video , depicting two people having sex on different furniture everyday. Those who buy furniture at the physical store during January are entered into a random draw to win free tickets to the premiere of the movie - 200 tickets. Special Event Activation Campaign
- 30. WHICH FURNITURE TODAY? It’s a new dawn It’s a new day It’s a new
- 31. Collaboration with Cabify. If customer take Cabify to go to an IKEA store, they will get that transportation price off the purchase at IKEA. Physical Activation Campaign Example: Ride costs 20€, customer show receipt at IKEA cash register to get 20€ off the total price.
- 32. CUSTOMER JOURNEY
- 34. TOUCHPOINT OOH Ad & PR Owned Media & Ad Event IKEA Store “There are new products at IKEA everyday!” “I wonder what’s new at IKEA today?” “This is interesting! IKEA is part of our daily life!” “I’m going to IKEA today!” AWARENSS INTEREST/ CONSIDERATION EXPERIENCE AQUISITON/ PURCHASE
- 35. Digital Billboard & Special Calendar Chrome/ Safari Extension Rodilla Café Fifty Shades & Cabify “There are new products at IKEA everyday!” “I wonder what’s new at IKEA today?” “This is interesting! IKEA is part of our daily life!” “I’m going to IKEA today!” OOH Ad & PR Owned Media & Ad Event IKEA Store AWARENSS INTEREST/ CONSIDERATION EXPERIENCE AQUISITON/ PURCHASE
- 36. “There are new products at IKEA everyday!” “I wonder what’s new at IKEA today?” “This is interesting! IKEA is part of our daily life!” “I’m going to IKEA today!” OOH Ad & PR Owned Media & Ad Event IKEA Store AWARENSS INTEREST/ CONSIDERATION EXPERIENCE AQUISITON/ PURCHASE Digital Billboard & Special Calendar Chrome/ Safari Extension Rodilla Café Fifty Shades & Cabify
- 37. TOUCHPOINT JAN-MAR APR-JUN JUL-SEP OCT-DEC
- 38. BRIEF IN SUM
- 39. GET WHO TO BY Spanish people from ages 20 to 55 currently believe IKEA products to always be the same visit IKEA stores more frequently changing their perception of the brand and mobilizing them.
- 40. Less is More