MOBILE INTERIOR DESIGN PLANNER by CLANMO, Ogilvy & Mather Frankfurt for IKEA

Adsarchive » DM » IKEA » MOBILE INTERIOR DESIGN PLANNER

MOBILE INTERIOR DESIGN PLANNER

Pin to Collection
Add a note
Industry Department Stores & Shopping Malls
Media Direct marketing
Market Germany
Agency CLANMO
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Kutschinski
Creative Director Christine Blum-Heuser
Art Director Bettina Josting
Copywriter Ralf Schulte, Theresa Leiderer
Released April 2009

Awards

Caples Awards 2011
Other Media Mobile app Bronze

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: IKEA GERMANY
Product/Service: PS COLLECTION
Agency: OGILVY FRANKFURT
Agency: CLANMO
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/ikea/ps/en1/
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Director: Christine Blum-Heuser (Ogilvy Frankfurt)
Art Director: Bettina Josting (Ogilvy Frankfurt)
Copywriter: Theresa Leiderer (Ogilvy Frankfurt)
Copywriter: Ralf Schulte (Ogilvy Frankfurt)
Account Executive: Katja Heinbuch (Ogilvy Frankfurt)
Management Supervisor: Frank Apel (Ogilvy Frankfurt)
Project Manager Marketing: Jens Helfrich (IKEA)
Consultant: Jill Urbanek (Clanmo)
Managing Director: Joachim Bader (Clanmo)
Head of Creation: Carlo Wirth (Clanmo)
Head of Design: Steve Glas (Clanmo)
Media placement: Interior Design Planner For Mobile Phones - Mobile Phone Function - 01/04/2009

Describe the brief/objective of the direct campaign.
IKEA offers an unusual design furnishing collection: IKEA PS. While people tend to show enthusiasm when looking at this collection in the stores, they are reluctant to buy these pieces of furniture because they can’t imagine them fitting into their houses and rooms. The campaign objective was to overcome this barrier.

Explain why the creative execution was relevant to the product or service.
With this campaign we transferred the IKEA philosophy “one part us – one part you” into the decision on a purchase. In a playful way and with the customers’ own mobile phone technique we convinced them of the PS collection products. The outcome was significantly higher selling numbers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our message: Turn your mobile phone into a mobile interior design planner! Customers were able to download a mobile application by entering their mobile number into a web form on the IKEA website or send a free text message to receive a download link. Additionally a Bluetooth pillar was put up in an IKEA store to download the application right there in the store. By using the mobile’s integrated camera, the tool projects an overlay of one of eight particular pieces of furniture onto every focused perspective. The customer now sees which piece of the IKEA PS collection fits his room best.

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.
Microsite 1,062 Microsite visits 1,422 Page impressions 945 Absolute unique visitors Conversion rate: approx. 17.2% Bluetooth pillar 45,159 Download requests sent 2,355 Successful Bluetooth downloads 5.21% Response rate SMS 3,162 SMS sent 2,758 successful Downloads We had no concrete plan objectives. IKEA wanted to test mobile marketing acceptance and efficiency within one IKEA store. The campaign and the encouraging results received high attention within IKEA International.