IKEA Ambient, Case study IKEA HAPPY TRANSIT by Dentsu Inc. Tokyo, TBWA\Hakuhodo Tokyo

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IKEA HAPPY TRANSIT

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Industry Household maintenance & pet products, Department Stores & Shopping Malls
Media Ambient, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Tetsuya Toyoda, Takayuki Niizawa
Copywriter Chino Yamaguchi
Agency TBWA\Hakuhodo Tokyo
Creative Director Tetsuya Toyoda, Takayuki Niizawa
Copywriter Chino Yamaguchi
Production Tow
Released October 2014

Awards

Asia Pacific Advertising Festival (AdFest) 2015
PROMO LOTUS AMBIENT PROMOTION: LARGE SCALE Bronze

Credits & Description

SUB CATEGORY : AMBIENT PROMOTION: LARGE SCALE
COMPANY ENTERING : TBWA HAKUHODO, TOKYO
ENTRY TITLE : IKEA HAPPY TRANSIT
BRAND : IKEA JAPAN K.K.
ADVERTISER : IKEA JAPAN K.K.
ADVERTISING AGENCY : TBWA\HAKUHODO, TOKYO
CREATIVE DIRECTOR : TAKAYUKI NIIZAWA/TETSUYA TOYODA
COPYWRITER : CHINO YAMAGUCHI/SHUN AKEDA
ACCOUNT DIRECTOR : TOSHIHIRO YOSHII
ACCOUNT MANAGER : SAYAKA ONO
ACCOUNT EXECUTIVE : AZUSA ASAGAI
STRATEGIC PLANNING DIRECTOR : GARY KLUGMAN
STRATEGIC PLANNING MANAGER : TAKURO AMADA
AGENCY PRODUCER : YOSHITAKA KOBAYASHI
PRODUCTION COMPANY : TOW CO.,LTD, TOKYO
SOUND PRODUCTION COMPANY : TOW, TOKYO
SPECIAL EFFECTS COMPANY : TOW, TOKYO
THE BRIEF : IKEA TACHIKAWA(NEW STORE) LAUNCH CAMPAIGN: TO DEVELOP LAUNCH CAMPAIGN IDEA AND ROLLOUT TO MAXIMIZE AWARENESS OF NEW STORE AND DRIVE VISITATION WITHOUT CAR TRAFFIC JAM HAPPEN.
THE STRATEGY : INSIGHTS, STRATEGY AND THE IDEA: EVERY TIME AN IKEA STORE LAUNCHES IN JAPAN, TRAFFIC JAM BECOME A HUGE PUBLIC CONCERN. ESPECIALLY THE NEW STORE IN TOKYO, THE NEIGHBORHOOD RESIDENTS ARE SO WORRIED ABOUT THIS ISSUE THAT PEOPLE STARTED 'ANTI-IKEA' PROTEST MOVEMENT.OUR DISRUPTIVE IDEA WAS TO USE PEOPLE WHO GATHERED TO JOIN 'ANTI-IKEA' CAMPAIGN, AS OUR PARTNER. WE OFFERED THEM A CHANCE TO FURNISH THEIR OWN TOWN WITH IKEA'S FURNITURES FOR FREE! WE ENCOURAGED THEM TO FURNISH THE LOCAL TRAIN FOR MORE COMFORTABLE COMMUTE, AND DRESS UP TOGETHER THE LOCAL STREET. CREATIVE EXECUTION: BY FURNISHING THE TRAIN AND STREET TOGETHER, PEOPLE BEGAN TO LIKE IKEA AND IKEA'S FURNITURE, AND MORE IMPORTANTLY, PEOPLE BEGAN TO UNDERSTAND THAT THEY CAN USE TRAIN TO GO TO IKEA, NOT BY CAR. WHAT WE DID WAS JUST PROVIDING OUR FURNITURES, WHICH EVENTUALLY BECOME A GREAT DIRECT ADVERTISEMENT IN TRAIN AND STREET.
THE RESULT : NEW IKEA STORE VISITATION WITHIN THE FIRST 4WEEKS 562,466 - 130% MORE THAN OUR TARGET -TRAFFIC CONGESTION RATE: 50% OF CUSTOMERS COME TO THE IKEA BY TRAIN. (USUALLY 10-20% ) -IKEA HAPPY TRAIN : 51,000 TWEETS IN 2WEEKS -TV EXPOSURES:26 TV PROGRAM