NILS MOVES INTO THE HEJ COMMUNITY by Ogilvy & Mather Frankfurt for IKEA

Adsarchive » DM » IKEA » NILS MOVES INTO THE HEJ COMMUNITY

NILS MOVES INTO THE HEJ COMMUNITY

Pin to Collection
Add a note
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, Juila Scherer
Copywriter Isabel Rathgeber, Nico Schneider, Ralf Schulte
Released January 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: IKEA GERMANY
Product/Service: IKEA ONLINE COMMUNITY
Agency: OGILVY FRANKFURT
Date of First Appearance: Jan 23 2010 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/ikea/nils-brand
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Director: Dr. Ulf Schmidt (Ogilvy Frankfurt)
Creative Director: Uwe Jakob (Ogilvy Frankfurt)
Art Director: Juila Scherer (Ogilvy Frankfurt)
Art Director: Jan Schulz (Ogilvy Frankfurt)
Art Director/Motion Design: Klaus Martin Michaelis (Ogilvy Frankfurt)
Copywriter: Isabel Rathgeber (Ogilvy Frankfurt)
Copywriter: Nico Schneider (Ogilvy Frankfurt)
Copywriter: Ralf Schulte (Ogilvy Frankfurt)
Managing Supervisor: Frank Apel (Ogilvy Frankfurt)
CRM-/Online-Manager: Katja Sottmeier (IKEA)
Flash Programming: Björn Freter (Schaffhausen Communications)
Media placement: Live Web-TV - Online - 23.01.2010

Describe the brief/objective of the direct campaign.
A community is viable only when its members participate. Because we didn’t want any empty forums upon our hej (IKEA FAMILY Community) launch on January 31, 2010, the community was to be populated with a core group of IKEA FAMILY members and IKEA fans. Fans of innovative projects were to be made aware of the community start and its fun features.

Explain why the creative execution was relevant to the product or service.
Even before the official launch, a small community actively discussed decorating and setting up the house. The innovative format of Web TV with direct contact options created a network, promoted decorating topics and was a ton of fun.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The brand ambassador Nils was the pioneer for the community. Nils moved in a week before it opened and invited users to his home to help him decorate and communicated with them via chat, Facebook, Twitter, Skype, text message, cell phone, and e-mail. Nils could be viewed live 7 hours a day via Web TV and at the end of the week he moved with his newly decorated space into the community. His fan base followed him and became the first members of the IKEA FAMILY community. IKEA customers were addressed via banned ads, film studio promotion tour in front of the stores, IKEA online newsletter, teaser banner on IKEA website, press conference, mailings, instore posters and blogs.

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.
More than 96,000 users watched and connected with Nils on the website – and another 5 million+ users watched him in streaming banners – many of them for several hours. In the first week after the launch of the community, more than 6,000 members registered – and the community grows on!