IKEA DM, Case study IKEA ROTHENBURG by Wirz Werbung Zurich

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Industry Department Stores & Shopping Malls
Media Direct marketing, Case study
Market Switzerland
Agency Wirz Werbung Zurich
Executive Creative Director Philipp Skrabal
Creative Director Thomas Kurzmeyer, Markus Schärer
Art Director Rob Hartmann, Marco Zimmerli, Rahel Boesinger
Account Supervisor Marcel Berg
Released May 2012


Cannes Lions 2012
Direct Lions Acquisitions Silver

Credits & Description

Type of entry: Strategy
Category: Acquisitions
Advertiser: IKEA
Product/Service: IKEA
Entrant Company: WIRZ/BBDO Zürich, SWITZERLAND
DM/Advertising Agency: WIRZ/BBDO Zürich, SWITZERLAND
Executive Creative Director: Philipp Skrabal (Wirz/BBDO)
Creative Director: Markus Schärer (Wirz/BBDO)
Creative Director: Thomas Kurzmeyer (Wirz/BBDO)
Art Director: Marco Zimmerli (Wirz/BBDO)
Art Director: Rahel Boesinger (Wirz/BBDO)
Art Director: Rob Hartmann (Wirz/BBDO)
Copywrither: Andi Portmann (Wirz/BBDO)
Copywrither: Torsten Maas (Wirz/BBDO)
Account Supervisor: Marcel Berg (Wirz/BBDO)
Account Manager: Liliana Belchior (Wirz/BBDO)
Project Manager: Katja Weber (Wirz/BBDO)
Public Relation: Thore Lingel (Wirz/BBDO)
Public Relation: Helen Bos (Wirz/BBDO)
Public Relation: Marcel Niedermann (Wirz/BBDO)
Describe the brief from the client
IKEA was building a new showroom near Rothenburg. Previously, customers in the region had a long drive to buy IKEA furniture, so we needed an idea that shows how close IKEA is by addressing local people directly and involving them in the campaign.
The new branch is already the 8th IKEA store in Switzerland. For that reason, an engaging ‘direct’ idea was called for. We wanted to make the opening a talking point in central Switzerland and generate coverage by the local media. The aim was to attract as many people as possible to the opening of the IKEA store.

Creative Execution

Response to the ‘space problem’ was unexpectedly high. It showed that the unconventional idea for the campaign had surprised people. By ‘inventing’ a problem, IKEA became a major talking point in the Rothenburg area and communicated the breadth of the huge range with the fictitious space problems. IKEA Rothenburg has display space of 18,000 square metres.
Finally, IKEA transformed private apartments, some with unusual layouts, into elegant IKEA exhibition space and demonstrated its professionalism one on one. The unusual campaign underscored IKEA's fresh and uncomplicated image.

Describe the creative solution to the brief/objective.

Before the opening, we invented a ‘problem’: the new store was short of space because IKEA had so many ideas. IKEA used small ads in the local press to find people prepared to lend their flats as exhibition space. These ‘private showrooms’ were refurnished and everyone could enter them online. During the IKEA opening, they were accessible for real, live visits.
Within hours, over 300 people registered, offering their flats. Even Tele1 was amazed by the response: The biggest local channel aired 2 special 20-minute broadcasts about the campaign. Finally, the opening attracted 27% more visitors than IKEA expected.

Describe the results in as much detail as possible.

45,000 visitors turned up during the opening days: 27% more than IKEA's own target. Sales during the first week were 21% higher than expected. During the following month too IKEA sold 20% more than expected.
The campaign had a strong multiplier effect: the equivalent media value of coverage in local newspapers, radio and TV was CHF 300,000. In value terms, a 75% increase on the media budget.
During the first phase, there were 54,000 website visits, during the second, 320,000 virtual tours. Within just a few hours, over 300 people registered, wanting to loan their flats to IKEA.