IKEA DM HAPPY INSIDE by Mother London

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HAPPY INSIDE

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market United Kingdom
Agency Mother London
Director Mark Pytlik
Creative Director Robert Saville, Mark Waites, Gustavo Sousa, Feh Tarty, Stephen Butler
Art Director Josh Smith
Released October 2010

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: IKEA
Product/Service: IKEA CATALOGUE
Agency: MOTHER
Date of First Appearance: Sep 20 2010
Entrant Company: MOTHER, London, UNITED KINGDOM
Entry URL: http://cats.archive.stinkdigital.com
Creative Director: Mark Waites (Mother London Limited)
Creative Director: Robert Saville (Mother London Limited)
Creative Director: Stephen Butler (Mother London Limited)
Creative Director: Feh Tarty (Mother London Limited)
Art Director / Copywriter: Tim McNaughton (Mother London Limited)
Art Director / Copywriter: Freddy Mandy (Mother London Limited)
Art Director / Copywriter: Joris Philippart (Mother London Limited)
Art Director / Copywriter: Cat Howarth (Mother London Limited)
Content Strategist: Jacob Wright (Mother London Limited)
Director: Mark Pytlik (Stink)
Art Director: Josh Smith (Stink)
Agency Producer: Deji Odulate (Mother London Limited)
Agency Producer: Frida Detter (Mother London Limited)
Media placement: Viral Film - Herding Cats - Online - YouTube - 9 September 2010
Media placement: TV Campaign - ITV / Channel 4/ Sky/ IDS/ Mems/ 4dig/ ITV2/ ITV3/ Zing TV / Zee TV/ Zee Cinema - 11 September 2010
Media placement: Viral Film - Pussy People - Online - YouTube - 11 September 2010
Media placement: National Press Insertions - Metro/ Sun/ Daily Mail - 17 September 2010
Media placement: Website - Happy Inside - Online - 20 September 2010

Describe the brief/objective of the direct campaign.
Our problem was the public’s perception of IKEA as a cheap, low quality retailer. We wanted to make sure that IKEA was seen as providing more than just more “stuff”, and what it provided was seen as not “cheap” but something that went beyond price.

Our solution was to draw out the truth of IKEA’s design philosophy, that IKEA’s products are designed to make anyone, no matter how much money they have, feel “Happy Inside”. The website objective was to drive depth of engagement with products, amongst people who had already enjoyed the Cats TV spot and “Herding Cats” film.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
When we created our experiment and let 100 cats loose in an IKEA store, we watched to see what would happen. Would they choose to sit on?

Our digital brief was to capture this feeling – and make site users guess what made the cats ‘happy inside’. Guess which item a specific cat sat on, and win it.

By encouraging people to consider which items were most likely to make our various cat personalities feel ‘happy inside’, we drove users to actually think about the entire range of IKEA products from the new catalogue.

Explain why the creative execution was relevant to the product or service.
The site experience was appropriate to the brand because people had to think about how IKEA products made cats ‘happy inside. And in order to that, you had to think about how they made you ‘happy inside’. Which is of course the central brand idea.

Not only that, but it also encouraged people to explore the entire IKEA catalogue.

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 calculated that if we ever got 100,000 people to this website then it would make it the investment in producing it, worthwhile. We got 225,000 visitors.

The average visitor spent 5 minutes on the site, and the page with the longest dwell time was the product page. In addition this resulted in large numbers of people posting the IKEA Cats online experience on Facebook walls. Not only that, but the bulk of visitors were aged 25 - 44, and living in the UK. Our target audience.