IKEA DM FIND PANDA by Lowe Kuala Lumpur

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market Malaysia
Agency Lowe Kuala Lumpur
Art Director Ng Heok Seong, Jennifer Lim, Alvin Lee Tze Lun
Photographer Boon Chee Fuy
Released April 2010

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: IKEA
Product/Service: IKEA
Date of First Appearance: Apr 1 2010
Entrant Company: LOWE & PARTNERS, Petaling Jaya, MALAYSIA
Executive Creative Director: Ng Heok Seong (Lowe & Partners)
Senior Art Director: Kevin Sim (Lowe & Partners)
Art Director: Alvin Lee (Lowe & Partners)
Art Director: Jennifer Lim (Lowe & Partners)
Art Director: Ng Heok Seong (Lowe & Partners)
Senior Copywriter: Baldish Kaur (Lowe & Partners)
Senior Copywriter: Ezra Foo (Lowe & Partners)
Client Service: Ong Bee Lin (Lowe & Partners)
Client Service: Michelle Yau (Lowe & Partners)
Print Producer: Eddie Lee (Lowe & Partners)
Photographer: Fuy Boon (Character Studios)
Media placement: Flyer - IKEA Friends Newletter - April 2010

Describe the brief/objective of the direct campaign.
In conjunction with IKEA’s Storage Promotion Campaign, we were tasked to communicate kids’ storage solutions in the IKEA Friends newsletter.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
IKEA Friends is a monthly newsletter that IKEA mails out directly to the postboxes of all the IKEA Friends card members. Instead of an ad, a printed image of a cluttered storeroom was placed as an insert in the IKEA Friends newsletter. It asked the reader to find Panda and 4 other soft toys. When lifted to the light, it was evident where they were ‘hiding’.

Explain why the creative execution was relevant to the product or service.
It actually got people involved in searching for Panda and his 4 friends. There's active participation and therefore greater memorability of IKEA 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.
Significantly higher store traffic was reported during the month the newsletter was published, in addition to more visits to the website’s storage column.