Category: Best Integrated Campaign Led by Direct Marketing
Product/Service: FURNITURE ASSEMBLY SERVICE
Agency: GRABARZ & PARTNER
Agency: LUKAS LINDEMANN ROSINSKI
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Direction: Tom Hauser (Grabarz & Partner)
Executive Creative Director: Arno Lindemann (LLR)
Art Direction: Moritz Tolle (LLR)
Art Direction: Oliver Brkitsch, Jan Woelfel, Stefan Schoembs, Tim Hartwig (Grabarz & Partner)
Graphic Artist: Josefine Nitsch (Grabarz & Partner)
Copywriter: Tom Hauser, André Hennen, Heiko Notter (Grabarz & Partner)
Film Production: (JoSchmid! Berlin)
Post-Production: (Slaughterhouse Hamburg)
Producer / Film: Juergen Joppen (JoSchmid! Berlin)
Post-Producer / Film: Andi Mall, Gwen Teichmann (Slaughterhouse Hamburg)
Production Company: Natalie Buba, Tanja Bruhn (Cobblestone Hamburg)
Sound Studio: Thomas Nitzsche (Hahn Nitzsche)
Cutter: Dennis Riebenstahl (Cobblestone Hamburg)
Animation: Sven Schoenmann (Cobblestone Hamburg)
Director: Silvio Helbig (JoSchmid! Berlin)
Editor / Film: Josch Kretzschmar (Slaughterhouse Hamburg)
Composer / Film: Joep Beving (Massive Music Amsterdam)
Photographer / Mailing: Marie-Therese Cramer, Stefanie Abts
Advertiser's Supervisor: Claudia Willvonseder, Hendrik Zimmer, Sebastian Mensing (IKEA Deutschland GmbH & Co. KG)
Media placement: Several Furniture Sculptures Which Were Placed In The FENOMEN IKEA Exhibition - Museum For Art And Trade In Hamburg - 04.01.2010
Media placement: Advertising Banners - Museum For Art And Trade In Hamburg - 04.01.2010
Media placement: Promotions Teams - Museum For Art And Trade In Hamburg - 04.01.2010
Media placement: Assembly Service Flyers - Museum For Art And Trade In Hamburg - 04.01.2010
Media placement: In-Store Film - IKEA Stores In Germany - 26.01.2010
Media placement: Assembly Training Mailing - IKEA Customers That Ordered Furniture And Were Waiting For Delivery. - 18.01.2010
Describe the brief/objective of the direct campaign.
The task was to advertise the IKEA Assembly Service with an unusual idea that motivates IKEA customers and fans to book it.
Explain why the creative execution was relevant to the product or service.
As a democratic brand, IKEA treats all people with the same level of respect. But how do you communicate the benefits of the IKEA Assembly Service, which does the furniture assembly professionally, without making some people feel bad about their lack of do-it-yourself skills?
Simple: we looked at the problem from a different perspective and swiftly turned a lack of do-it-yourself skills when it comes to assembling furniture into artistic talent! This let us communicate our message with a twinkle in the eye rather than by pointing a lecturing finger - which is exactly the brand philosophy behind IKEA.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An integrated direct campaign showcased wrongly-assembled IKEA furniture as sculptures. Depending on whether the target group consisted of customers before, during or after the purchase, we used different media channels to communicate our message.
Museum: Our sculptures were shown between regular exhibits at the FENOMEN IKEA exhibition. Banners resolved the idea.
Mailbox: After buying furniture customers received a mailing that challenged them to assembly training with a puzzle that showed wrongly-assembled furniture and the direct line to the Assembly Service.
IKEA Store: We showcased Furniture Art at IKEA with an in-store film, enticing customers to book the service.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The IKEA Furniture Art campaign was very successful. A review of Assembly Service bookings showed that 2.173 orders were made directly after the campaign. That’s three times as much as in an average month of the quarter before and represents a growth of 300%.
The Direct marketing titled FURNITURE ART was done by Grabarz + Partner advertising agency for product: IKEA (brand: IKEA) in Germany. It was released in the Jan 2010.