IKEA FAMILY HEJ COMMUNITY by Ogilvy & Mather Frankfurt for IKEA

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IKEA FAMILY HEJ COMMUNITY

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Industry Department Stores & Shopping Malls
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Kutschinski
Creative Director Uwe Jakob, Dr. Ulf Schmidt
Art Director Jan Schulz, Serena Fielko, Douglas Savage
Copywriter Isabel Rathgeber, Nina Puri, Daniela Schmidt, Nico Schneider, Yvonne Straessner, Ralf Schulte
Released January 2010

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: IKEA GERMANY
Product/Service: IKEA
Agency: OGILVY FRANKFURT
Date of First Appearance: Jan 31 2010 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.hej-community.de/
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 (IKEA)
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 challenges and key objectives
Usability and simplicity were the focus, but the surprising uniqueness of the IKEA brand had to be integrated as well. The community needed to be a clear whole with no hidden pages or functionality. Everything needed to be accessible at a glance.

Describe the brief from the client
IKEA wanted a brand community as the basis of their customer relationship program IKEA FAMILY. IKEA fans needed a place to exchange ideas with each other about decorating. The IKEA community was to be a lively and democratic place where users could create their own space. Usability had to be simple – in other words, typically IKEA.

Describe how you arrived at the final design
Because the target group is 80% female, we tried to develop a more feminine and lively design. Users had the opportunity to determine the way they would appear on their profile pages and browser. Users had a multitude of options when it came to colors and design. In this way, the community design fit IKEA’s philosophy: Make your world your own.

Give some indication of how successful the outcome was in the market
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.