FUNCTIONAL BOXES by TBWA\ Istanbul for IKEA

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FUNCTIONAL BOXES

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Art Director Levent Yalgin
Copywriter Zeynep Karakasoglu
Producer Zeynep Bildirgen
Illustrator Tolga Ulkumen
Released April 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: IKEA
Product/Service: FURNISHING & HOME ACCESORIES
Agency: TBWA\ISTANBUL
Date of First Appearance: Apr 10 2010 12:00AM
Entrant Company: TBWA\ISTANBUL, TURKEY
Executive Creative Director: Ilkay Gurpinar (TBWA\Istanbul)
Art Director: Levent Yalgin (TBWA\Istanbul)
Copywriter: Zeynep Karakasoğlu (TBWA\Istanbul)
Strategic Director: Tugyan Celik (TBWA\Istanbul)
Illustrator: Tolga Ulkumen (TBWA\Istanbul)
Producer: Zeynep Bildirgen (TBWA\Istanbul)
Publishing: Hakan Gulsoy (TBWA\Istanbul)
Brand Manager: Ayse Senunver (TBWA\Istanbul)
Brand Executive: Melis Inceer (TBWA\Istanbul)
Media placement: Direct Mailing - IKEA customers - 5 April 2010

Describe the brief/objective of the direct campaign.
Was the target audience drawn from existing customers, or new customers? The target audience was the existing customers of IKEA. -What was the strategy of the campaign? The objective was to communicate the 'functionality' attribute of IKEA with no budget!

Explain why the creative execution was relevant to the product or service.
Explain the strength of the creative and originality. We showed IKEA’s belief in functionality by demonstraing that even the IKEA packages can be turned into something else and become useful products. -Describe why it is most appropriate to the brand. IKEA and the whole concept of IKEA is relatively new for the Turkish consumer. The communication of Turkish furniture companies is mostly aesthetic features. However, IKEA has more to say besides its Swedish design: Functionaity. The project emphasised this side of IKEA.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since we had almost no budget, we had to use our existing resources: the packages! We gave people a reason not to throw away the packages of the products they buy and turned these packages into something that can deliver our message about IKEA’s functionality. We designed paper-patterns for different objects. These easy-to-make templates were given for free with every purchase. Customers only had to put the template on a flat pack, cut through the marked points, fold and glue. They would have their brand new IKEA paper products without spending any money! We anticipated that these products would become very popular among IKEA customers who would then spread the word.

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.
We spent $200 in total for the paper patterns. During a 2 week period, customers received more than 1500 paper-patterns placed next to cash registers. The campaign immediately created its earned media. People customized the objects and started exhibiting them on their blogs, websites and Facebook accounts. All this user generated content cost almost nothing.