THE MYSTERIOUS PASSENGER by La Chose for IKEA

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THE MYSTERIOUS PASSENGER

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market France
Agency La Chose
Creative Director Pascal Grégoire
Art Director Guillaume Ganty
Copywriter Victor Sidoroff
Released March 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: IKEA
Product/Service: CARPOOLING
Agency: LA CHOSE
Date of First Appearance: Mar 31 2011
Entrant Company: LA CHOSE, Paris, FRANCE
Entry URL: http://covoiturage.ikea.fr/
Creative Director: Pascal Grégoire (La Chose)
Copywriter: Victor Sidoroff (La Chose)
Art Director: Guillaume Ganty (La Chose)
Agency Producer: Maeva Caron (La Chose)
Agency Producer: Nicolas Buisset (La Chose)
Account Director: Bérangère Mangin (La Chose)
Account Manager: Deborah Tervil (La Chose)
Film Producer: Arezki Ahcene (Hush)
Media placement: Internet Trailer - Youtube - 31 March 2011

Describe the brief/objective of the direct campaign.
To celebrate the Week for Sustainable Development in France, IKEA wanted to promote ecoresponsible habits among its consumers. The idea behind the campaign had to be : "You do your part, we do our part'.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We encouraged people to visit IKEA by using IKEA carpool service. With a "real life game" : The Mysterious Passenger.

Participants register on the Ikea France carpool site. Amongst the registrants is a "Mysterious Passenger," and drivers and passengers lucky enough to have him or her in their Ikea carpool will win a 1000 Euro gift certificates to shop at the store.

The winners were filmed with a hidden camera while traveling with the Mysterious Passenger, until their arrival at the store, where they were welcomed by the entire store team. We used youtube banners to direct people to the trailer.

Explain why the creative execution was relevant to the product or service.
In France, IKEA stores are often located in distant suburbs, and most customers come with their own cars. To convince them that carpooling is not boring, and can even be fun, we needed to have them try it, for real.

Before the campaign, very few clients came to IKEA in carpooling, because on the Ikea carpool website there were many more clients listed as "passengers" than clients listed as "drivers".

One objective was therefore to encourage car owners to post an ad.

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.
In 3 weeks, the trailer inviting people to take the Mysterious Passenger has been viewed 700,000 times on youtube.

Before the campaign, there was only a hundred people who where listed as "drivers" on the site. During the campaign, 4,000 people have offered to share their car on the site.

In 3 weeks, the site has received 5 times more participants than it received in 1 year.

Traffic on the Ikea Carpool website since increased by over 600%.