This document discusses IKEA's online marketing strategy for the opening of a new store in Geneva, Switzerland. It recommends two main online activities: 1) Creating buzz about the opening from the start date until opening day, increasing impressions and awareness to a peak on opening day. 2) Focusing on digital advertising placements including sticky banners on bluewin.ch, branding placements on tdg.ch, expandable skyscrapers on local sites, rectangles on doctissimo.ch, and a branding day on students.ch. It also proposes a mobile marketing campaign using image recognition to allow consumers to learn the IKEA story by snapping and sending photos from ads.

1. IKEA
Online
12. August 2009
Theaterstrasse 12a, 8024 Zürich, Phone 043 499 22 22, Fax 043 499 22 23

2. A VISUAL PRESENTATION BY ZED DIGITAL

3. LET‘S START BY ANSWERING THE MOST IMPORTANT QUESTION
HOW TO REACH THE IKEA GOALS
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4. •be different as always
• becoming talk
of the town
• awareness
and last but not least…
•traffic to the store
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5. •Create a buzz
•Get the user involved
•Innovate
• Work with impact
strong and creative
advertisings like
branding-days
• Bring the right Message
at the righ place to the right time

6. Focus on two online activities
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7. Create a buzz from the startdate until the
day of the opening
we recommand to build up by increasing the impressions
and the awarness with a peak on the opening day...
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8. Mediaplanning
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9. bluewin.ch – Sticky Footer
UC: 3‘596‘000
Targeting on region Geneva
The Sticky footer can show the
opening with the growing of the
IKEA store on the bottum of the
Site. Bluewin is also one of the
most important Websites in
Switzerland with offering Email
and other services.
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10. Reach Geneva: bluewin.ch – Sticky Footer
bluewin.ch – Brandingday
Targeting on region Geneva
With the Branding on the
Homepage IKEA can get an
overwhelming impact and
awareness.
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11. tdg.ch – Branding
UC: 448‘000
Targeting on region Geneva
Tribunde de Geneve is the most
important Website in Geneve
and the area arroung. The
Branding of the Homepage gives
a uncomparable attention on the
opening.
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12. tdg.ch – Branding
Targeting on region Geneva
The Wallpaper should bring a
aditional impact and memory.
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13. tdg.ch – Branding
Targeting on region Geneva
The Push Down should bring the
impact before the opening.
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14. ROL Local – Exp. Sky
Targeting on region Geneva
The most important websites
beneath tdg in wester part of
Switzerland are: lematin,
24heures, romandie and femina.
We sum up all this and place
IKEA with a Expandable
Skyscraper to get a pretty high
reach.
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15. ROL Local – Exp. Sky
Targeting on region Geneva
Beneath the Expandable Sky
IKEA should be presented with
the intersitial on the different
Sites with IP Targeting on
Geneva. So we can cover the
whole users on one day, the first
of July.
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16. doctissimo.ch –
Rectangle, Sky
UC: 500‘000
Targeting on region Geneva
doctissimo allows a targeting on
the area arround Geneva
(including the area in France.)
With the Rectangle we reach a
high attention in the target group
of women.
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17. femina.ch –
Exp. Skyscraper
UC: 113‘000
Targeting on region Geneva
Femina is another really
important Website in the
Romandie. With the expandable
Skyscraper we can reach a high
awareness in the target group
women.
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18. students.ch –
Branding Day
UC: 109‘000
Targeting on region Geneva
Students allows a high attention
and reach in the target group of
young people who are moving
into the first own flat or flat share.
With the Branding Day on the
Homepage we can get a pretty
high awareness.
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19. MOBILE MARKETING based
on image recognition
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20. get the consumer involved and bring them in to the IKEA-store
MEMORY
ON
YOU W
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21. snap a picture of an ad and hear the story behind IKEA
Text
LISTEN TO ME
Snap a picture of
Ingvar kamprad,
send it via MMS to
5555 and hear the
personal IKEA-story
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22. Thank you for your attention.
© Die Urheber- und Nutzungsrechte an allen in dieser Präsentation gemachten Vorschläge bleiben vorbehalten.
Sie sind Gegenstand eines verbindlichen Auftrags an B, G, Media. (Optimedia AG) zur Weiterarbeit und zur Realisation ihrer Vorschläge.
Danke.