IKEA MAILBOX by Ogilvy & Mather Frankfurt for IKEA

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IKEA MAILBOX

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Koch
Creative Director James Langton
Art Director Kathrin Kirn
Copywriter Jens Friggemann
Account Supervisor Vanessa Broskowski
Released August 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: IKEA GERMANY
Product/Service: IKEA
Agency: OGILVY FRANKFURT
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Creative Director: James Langton (Ogilvy Frankfurt)
Art Director: Kathrin Kirn (Ogilvy Frankfurt)
Copywriter: Jens Friggemann (Ogilvy Frankfurt)
Management Supervisor: Frank Apel (Ogilvy Frankfurt)
Account Supervisor: Vanessa Broskowski (Ogilvy Frankfurt)
Project Manager Marketing: Jens Helfrich (IKEA)
Executive Creative Director: Michael Koch (Ogilvy Frankfurt)
Media placement: Postcards with integrated stickers - Postcards with integrated stickers as inserts In various newspapers and mazine - 01.08.2009

Describe the brief/objective of the direct campaign.
Many people have stickers on their mailboxes that state“no advertising please“. Although most people would not consider the IKEA catalogue as pure advertising but rather useful tips for furnishing and decorating their home, the postman is not allowed to drop one into the mailbox. So how do we get this target group to make an exception for the IKEA catalogue?

Explain why the creative execution was relevant to the product or service.
The stickers shaped like pieces of IKEA furniture were a simple and eye-catching ambassador for the IKEA catalogue. Not only did they serve their purpose of getting the postman to deliver the catalogue but also created awareness for IKEA in general among passerbys.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Whoever wished to receive a future IKEA catalogue instead of unwanted advertising needed to change the look of his mailbox. Postcards with integrated stickers were placed as inserts in various daily newspapers and magazines with the message “Yes, I would like mail from IKEA". This was made unmistakably clear with eye-catching stickers shaped like well-known pieces of IKEA furniture.

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.
IKEA was welcomed everywhere. The response rate was so high that the demand for extra catalogues could not be fully met. The promotion also got postive attention among many bloggers on the web.