IKEA Storage Solutions: "STORAGE TASK FORCE" Direct marketing by Drill

Category: Retail & E-Commerce, including Restaurants
Advertiser: IKEA JAPAN
Product/Service: STORAGE SOLUTIONS
Agency: ADK JAPAN
Agency: DRILL
Date of First Appearance: Aug 20 2009 12:00AM
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Dancers: Actual IKEA Workers (IKEA JAPAN)
Creative Director: Jiro Kanahara (ADK)
Copywriter: Jiro Kanahara (ADK)
Art Director: Jiro Kanahara (ADK)
Account Director: Hiroko Uchigaki (ADK)
Account Supervisor: Kazuha Okuda (ADK)
Senior Account Executive: Yuka Nakahata (ADK)
Media Traffic: Maki Yoshizawa (IKEA Japan)
Agency Producer: Osamu Enari (Drill)
Planner: Ryuji Ueno (Drill)
Dance Coordinator: Kazutaka Sugitani (air:man)
Dance Coordinator: Mayumi Kikuguchi (air:man)
Producer: Takeshi Fukuda (Tyo Productions)
Producer: Hiromichi Takagi (Tyo Productions)
Director: Jiro Kanahara (ADK)
Director of Photography/Lighting/Cameraman: Sadaki Matsuda (Freelance)
Editor: Tomoya Kuge (Tyo Productions)
Editor: Takero Yamashita (Tyo Productions)
Music Producer: Toru Midorikawa (Melody Punch Inc.)
Production Manager: Shinichi Morita (Tyo Productions)
Media placement: WEB - YouTube - 20th, August 2009
Media placement: In-Store Vision - IKEA Store - 20th, August 2009
Media placement: In-Store Brochure - IKEA Store - 20th, August 2009
Media placement: Restaurant Tray Paper - IKEA Restaurant - 20th, August 2009
Media placement: In-Store Event - IKEA In-Store Nursery, Store Entrance - 20th, August 2009
Media placement: TV Program - TBS,(National), ABC, CTC(Local) - 7th, September 2009
Media placement: TV Spot - CTC (Local) - 15th September, 2009
Media placement: Store Vision - LAWSON (Convenience Store) - 25th September, 2009

Describe the brief/objective of the direct campaign.
IKEA wanted to increase store traffic especially among their primary target; mothers with children living in each store’s neighborhood. Raising children and home storage are two major everyday concerns shared among most Japanese housewives. IKEA wanted to bring more housewives to the stores, by offering a solution to solve these two challenging tasks in an entertaining way.

Explain why the creative execution was relevant to the product or service.
Catchy lyrics and moves of “The Storage Task Exercise” became popular among kids and made it easier for the kids to remember IKEA’s 5 steps. IKEA stores held exercise lessons twice a day at an in-store nursery and on Sundays an open lesson was offered in front of the store and succeeded in bringing housewives with kids to store. Kindergartens in neighborhood areas used the exercise and the song in their lessons. The whole movement changed 'storage and organizing' from something boring/troublesome to something fun and enjoyable.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Under the campaign theme, 'work out your storage issues,' IKEA formed a team called the Storage Task Force. Also, the Storage Task Force Exercise was created to introduce five tips for organizing the home through its lyrics and dance moves. The members of the Storage Task Force were actual home furnishing experts working at IKEA. They visited Japanese homes, to see storage issues and then introduced clean-up ideas through dance and music in an easy and fun way, even for kids. They were able to solve consumer’s problems by offering their professional experience for storage solutions.

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.

Repeat visits, and customers bringing kids grew substantially, and the total number of customers who visited IKEA stores increased by 25%. IKEA also built strong emotional ties with future customers while providing a fun store experience.