IKEA DM KNUT – BE OPEN TO NEW STUFF by Ogilvy & Mather Frankfurt



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Industry Department Stores & Shopping Malls
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Kutschinski
Creative Director Uwe Jakob, Dr. Ulf Schmidt
Art Director Jan Schulz
Copywriter Nicole Schneider, Isabel Rathgeber, Yvonne Straessner, Ralf Schulte
Account Supervisor Martin Molter
Released January 2010

Credits & Description

Category: Direct Response Digital: Other Digital Platforms to Harness Direct Marketing
Advertiser: IKEA
Product/Service: HOME FURNISHING
Date of First Appearance: Jan 4 2010 12:00AM
Entry URL: www.ourwork.de/ikea/knut-direct-response
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Director: Dr. Ulf Schmidt/Uwe Jakob (Ogilvy Frankfurt)
Art Director: Jan Schulz (Ogilvy Frankfurt)
Junior Art Director: Anahita Khosravi (Ogilvy Frankfurt)
Junior Art Director: Julia Scherer (Ogilvy Frankfurt)
Motion Design: Klaus-Martin Michaelis (Ogilvy Frankfurt)
Copywriter: Yvonne Straessner (Ogilvy Frankfurt)
Copywriter: Isabel Rathgeber (Ogilvy Frankfurt)
Copywriter: Nicole Schneider (Ogilvy Frankfurt)
Copywriter: Ralf Schulte (Ogilvy Frankfurt)
Concept Development: Benjamin Ringwald (Ogilvy Frankfurt)
Junior Art Director: Cerstin Scheuten (Ogilvy Frankfurt)
Management Supervisor: Frank Apel (Ogilvy Frankfurt)
Account Supervisor: Martin Molter (Ogilvy Frankfurt)
Account Executive: Katja Heinbuch (Ogilvy Frankfurt)
CRM-/Online-Manager: Katja Sottmeier (IKEA)
Media placement: Website - Online - 04.01.2010

Describe the brief/objective of the direct campaign.
Traditionally, IKEA begins the year with KNUT, their winter clearance sale. For three weeks it is;Tree out – Bargains in. An online microsite should involve the user and support sales as well as display products and awaken the urge to buy. New ideas for the new year is the strategic background of the promotion. Target group: existing and new customers.

Explain why the creative execution was relevant to the product or service.
The game opens up the hearts and minds of users to the idea of letting new things into their lives and getting rid of the old. The KNUT website offers only the discounted new items users need to redecorate their lives. The unusual KNUT clearance sale is presented in an unusual format which inspires users to try something new – just what one expects from IKEA.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Open for new stuff was our motto. We wanted visitors to experience the motto in a fun, playful way. Our online game lets users hang up junk like extra pounds, cold feet, old socks and annoying mail on a Christmas tree. A quick spin by the user later, the tree is thrown out the window as far as possible. Results can be passed on via Twitter and Facebook. The goal was to beat the number of visits last year. IKEA customers were addressed via banner ads, the IKEA online newsletter, teaser banned on IKEA website and TV commercials.

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.
881,617 unique visitors came to the website and made over 25 million page impressions. The game was played over 130,000 times and 8,000 players made the high score list. The results far exceeded last year’s results.