Category: Direct Response Digital: Other Digital Platforms to Harness Direct Marketing
Advertiser: IKEA GERMANY
Product/Service: IKEA ONLINE COMMUNITY
Agency: OGILVY FRANKFURT
Date of First Appearance: Jan 31 2010 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/hej/dialog/filme/description_en.html
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Director: Dr.Ulf Schmidt/Uwe Jakob (Ogilvy Frankfurt)
Copywriter: Ralf Schulte/Nico Schneider/Yvonne Straessner (Ogilvy Frankfurt)
Copywriter: Isabel Rathgeber/Daniela Schmidt/Nina Puri (Ogilvy Frankfurt)
Technical Director/Technical Account Manager: Jens Steffen/Frank Schwarzhoff (Ogilvy Frankfurt)
Art Director: Serena Fielko/Jan Schulz/Douglas Savage (Ogilvy Frankfurt)
Junior Art Director: Julia Scherer/Klaus Martin-Michaelis/ Anahita Khosravi (Ogilvy Frankfurt)
Motion Graphics Designer/Student Trainee: Markus Müller/Cerstin Scheuten (Ogilvy Frankfurt)
Management Supervisor/Head of Brand Consulting: Frank Apel/ Matthias Lindenberger/Larissa Pohl (Ogilvy Frankfurt)
Account Supervisor/Account Executive: Martin Molter/Vanessa Broskowski/Katja Heinbuch (Ogilvy Frankfurt)
Art Buying: Martina Diederichs/Magdalena Ignatowski (Ogilvy Frankfurt)
Senior Information Architect/Information Architect: Martin Weber-Schäufele/Silke Gehrmann (Ogilvy Frankfurt)
Concept: Christoph Riebling/Christian Wierz/Susanne Lämmer (Ogilvy Frankfurt)
CRM-/Online-Manager: Katja Sottmeier (Ogilvy Frankfurt)
Application Engineer/Junior Application Engineer: Ralf Zimmermann/Isabell Grasshoff/Kay Wiegand (Ogilvy Frankfurt)
IT: Nadja Fecher/Stefan Rothermel (e-tecture)
Programmer: Martin Anderle/Victoria Erstein/Valentina Kusmin (Ogilvy Frankfurt)
Programmer: Christian Fischer/Rainer Standke/Thilo Hoffmann/Frank Stroh (Ogilvy Frankfurt)
Content Manager: Janina Mihr/Caroline Lange/William Powell/Karolina Dudik (Ogilvy Frankfurt)
Avid Operator/Photographer/Intern/Junior Consultant: Matthias Czeikowitz/Bernd Meyer/Tim Schmidt/Jakob Wakolbinger/Thomas Bailly (Ogilvy Frankfurt)
Media placement: Community - Online - 31.01.2010
Describe the brief/objective of the direct campaign.
On January 31, 2010 the IKEA FAMILY community hej launched as a home for all those interested in decorating and designing interiors. It is the perfect opportunity for bonding to the brand.
Explain why the creative execution was relevant to the product or service.
The hej community allowed IKEA fans to experience the interior decorating prowess of IKEA. It deepens their relationship to the IKEA brand
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Here, the IKEA FAMILY members were to be able to decorate their own spaces with IKEA products, to exchange ideas with others, to glean tips from experts, and get inspired.
Customers didn’t just join a site, they really got to move in via the IKEA FAMILY film studio. Customers were filmed with a greenbox and then appeared in their own space on the community site.
So the hej community would be a second home to IKEA customers and at the same time be a perfect platform for IKEA to communicate with its customers.
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 community is growing by leaps and bounds. In the first week alone 6,000 members decorated their own virtual room making the community the biggest of its kind in Germany.
Another 300-400 members join daily. After 6 weeks, we had 18,000 members. The forum saw 900 threads started and 4400 posts.
The Direct marketing titled IKEA FAMILY HEJ COMMUNITY was done by Ogilvy Frankfurt advertising agency for product: IKEA (brand: IKEA) in Germany. It was released in the Jan 2010.