FURNITURE ART, 1 by Grabarz & Partner Hamburg, Lukas Lindemann Rosinski for IKEA

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FURNITURE ART, 1

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market Germany
Agency Grabarz & Partner Hamburg
Account Supervisor Franziska Mattes, Denise Ewald
Agency Lukas Lindemann Rosinski
Director Silvio Helbig
Executive Creative Director Ralf Nolting, Ralf Heuel, Arno Lindemann
Copywriter Tom Hauser
Producer Tanja Bruhn, Juergen Joppen, Natalie Buba
Account Supervisor Laura Becker
Editor Dennis Riebenstahl
Released January 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: IKEA
Product/Service: FURNITURE ASSEMBLY SERVICE
Agency: GRABARZ & PARTNER
Agency: LUKAS LINDEMANN ROSINSKI
Date of First Appearance: Jan 26 2010 12:00AM
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Executive Creative Director: Arno Lindemann (LLR)
Creative Direction: Tom Hauser (Grabarz & Partner)
Art Direction: Moritz Tolle (LLR)
Copywriter: Tom Hauser (Grabarz & Partner)
Director: Silvio Helbig (JoSchmid! Berlin)
Film Production: (JoSchmid! Berlin)
Post Production: (Slaughterhouse Hamburg)
Producer: Juergen Joppen (JoSchmid! Berlin)
Post Producer: Andi Mall (JoSchmid! Berlin)
Post Producer: Gwen Teichmann (JoSchmid! Berlin)
Editors: Josch Kretzschmar, Sabine Panek (Slaughterhouse Hamburg)
Editor: Dennis Riebenstahl (Cobblestone Hamburg)
Animation Artist: Sven Schoenmann (Cobblestone Hamburg)
Composer: Joep Beving (Massive Music Amsterdam)
Advertiser's Supervisor: Claudia Willvonseder (IKEA Deutschland GmbH & Co. KG)
Advertiser's Supervisor: Hendrik Zimmer (IKEA Deutschland GmbH & Co. KG)
Account Supervisor: Denise Ewald, Franziska Mattes, Laura Becker (Grabarz & Partner)
Producer: Tanja Bruhn (Cobblestone Hamburg)
Producer: Natalie Buba (Cobblestone Hamburg)
Media placement: In-Store Film - IKEA Stores In Germany - 26.01.2010
Media placement: Assembly Service Flyers - IKEA Stores In Germany - 26.01.2010
Describe the brief/objective of the direct campaign.
IKEA has beautiful furniture that can be self-assembled. But not everyone enjoys assembling furniture. That’s why IKEA offers a service that does this in a professional and affordable way. The task was to advertise the IKEA Assembly Service with an in-store idea. The target group was customers who were buying furniture at IKEA at that very moment.
Explain why the creative execution was relevant to the product or service.
As a democratic brand, IKEA treats all people with the same level of respect. But how do you communicate the benefits of the IKEA Assembly Service, which does the furniture assembly professionally, without making some people feel bad about their lack of do-it-yourself skills?Simple: we looked at the problem from a different perspective and swiftly turned a lack of do-it-yourself skills when it comes to assembling furniture into artistic talent! This let us communicate our message with a twinkle in the eye rather than by pointing a lecturing finger - which is exactly the brand philosophy behind IKEA.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We surprised customers with Furniture Art at IKEA. To do so, we created an avant-garde in-store film. There we showed fascinating sculptures, which were actually wrongly-assembled furniture! If someone has other talents than assembling IKEA furniture properly, the Assembly Service will gladly help out next time.
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.
The in-store film was an important part of an integrated direct campaign for the IKEA Assembly Service, which was very successful. A review of bookings showed that 2.173 orders were made directly after the campaign. That’s three times as much as in an average month of the quarter before and represents a growth of 300%.