IKEA DM IKEA ASSEMBLY TRAINING by Grabarz & Partner Hamburg, Lukas Lindemann Rosinski



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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
Executive Creative Director Ralf Nolting, Ralf Heuel
Copywriter Heiko Notter
Photographer Marie-Therese Cramer, Stefanie Abts
Account Supervisor Laura Becker
Released January 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: IKEA
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Direction: Tom Hauser (Grabarz & Partner)
Art Direction: Oliver Brkitsch (Grabarz & Partner)
Art Direction: Moritz Tolle (Lukas Lindemann Rosinski)
Copywriter: Heiko Notter (Grabarz & Partner)
Graphic Artist: Josefine Nitsch (Grabarz & Partner)
Photographer: Marie-Therese Cramer
Photographer: Stefanie Abts
Account Supervisor: Denise Ewald (Grabarz & Partner)
Account Supervisor: Franziska Mattes (Grabarz & Partner)
Account Supervisor: Laura Becker (Grabarz & Partner)
Advertiser's Supervisor: Claudia Willvonseder (IKEA Deutschland)
Advertiser's Supervisor: Hendrik Zimmer (IKEA Deutschland)
Media placement: 2000 Assembly Training Mailings, 3 Different Motifs - IKEA Customers That Ordered Furniture And Were Waiting For Delivery. - 18.01.2010

Describe the brief/objective of the direct campaign.
The task was to advertise the IKEA Assembly Service with an unusual direct mailing.

Explain why the creative execution was relevant to the product or service.
Just like IKEA furniture, the puzzle had to be assembled - the assembly training was the ideal way to prepare for putting the furniture together once it arrived. The big surprise was only revealed when the puzzle was solved: a wrongly-assembled piece of furniture and a charming hint to consider using the Assembly Service, which will do a professional job of assembling the furniture.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
IKEA customers who had already booked the Delivery Service when they bought furniture but not the Assembly Service, received a small package before the furniture delivery: the IKEA Assembly Training. A puzzle that one could use to practice the upcoming furniture assembly. But the furniture shown on the puzzle was assembled completely wrongly! And even when people completed the puzzle correctly, they saw a wrongly-assembled piece of furniture. But fortunately, the direct phone line of the assembly professionals was included.

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 Assembly Training worked out as a part of an integrated direct campaign. A review of bookings showed that 2.173 Assembly Service orders were placed 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%.