UNBOX THE BANNER by Grabarz & Partner Hamburg for IKEA

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UNBOX THE BANNER

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market Germany
Agency Grabarz & Partner Hamburg
Executive Creative Director Ralf Nolting, Ralf Heuel
Copywriter Constantin Sossidi
Account Supervisor Laura Becker, Franziska Mattes, Denise Ewald
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: IKEA
Product/Service: IKEA SALE
Agency: GRABARZ & PARTNER
Date of First Appearance: Apr 22 2010 12:00AM
Entrant Company: GRABARZ & PARTNER, Hamburg, GERMANY
Entry URL: http://awards.grabarzundpartner.de/ikea/
Executive Creative Director: Ralf Heuel (Grabarz & Partner)
Creative Direction: Tom Hauser (Grabarz & Partner)
Art Direction: Oliver Zboralski (Grabarz & Partner)
Copywriter: Constantin Sossidi (Grabarz & Partner)
Graphic Artist: Eike Fietje (Grabarz & Partner)
Graphic Artist: Milena Pfannkuche (Grabarz & Partner)
Online Production: (Erste Elf)
Art Direction / Online: Per Wolter
Flash / Animation: Matthias Mach
Technical Project Management: Holger Knauer
Project Management: Jan Luebcke
Account Supervisor: Denise Ewald (Grabarz & Partner)
Account Supervisor: Franziska Mattes (Grabarz & Partner)
Account Supervisor: Laura Becker (Grabarz & Partner)
Advertiser's Supervisor: Claudia Willvonseder (IKEA Deutschland)
Advertiser's Supervisor: Hendrik Zimmer (IKEA Deutschland)
Media placement: Banner - Freenet - 22.04.2010

Describe the brief/objective of the direct campaign.
In the spring of 2010, IKEA lowered the prices on many popular products. With an online promotion they wanted to create awareness within the especially young target group (18-28 years old) and motivate visitors to go to the online store. To bring IKEA into the youngsters mindset, we wanted to expand on their typical experience with the brand. The focus was less on the price and much more on involving people – familiar to anyone who’s experienced IKEA.

Explain why the creative execution was relevant to the product or service.
Everybody is familiar with IKEA’s concept of self-assembly. But nobody has seen something digital created with wood plugs and boards before. This resulted in the visitor being confronted with a completely new and playful experience. They could also profit directly from the lowered prices – which is perfectly in line with the IKEA philosophy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to give the target group online the same IKEA experience they were used to offline: saving money by assembling things themselves. That’s why we didn’t make banners - we let the visitors make them! Like every piece of furniture by IKEA, the advertising itself could now be assembled by people themselves for the first time ever. Typical IKEA Flatpacks contained all the banner parts, just like real IKEA furniture, along with assembly instructions for putting it together step by step. After the visitors did their part, it was IKEA’s turn: The price of the displayed product was lowered and the visitor could then directly go on to visit the IKEA online store.

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.
The self-assembly banners form the Direct element of a campaign that was supported by radio and print. In a playful way, it created a successful turnover and communicated the IKEA philosophy all at once. The visitor was allowed to get involved, reminding them of their previous assembly experiences and inspiring them to put something together from IKEA again. During the one-month duration of the campaign, an average of 900 visitors a day assembled a banner. The high degree of involvement also lowered the barrier of making just one more click – to the online store. In numbers: the click-through rate was over 25% and the sales index of the advertised products increased by up to 2,75. That’s almost 300%!