IKEA Print OTTAWA INTERIOR BEAUTIFICATION PLAN by Leo Burnett Toronto

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OTTAWA INTERIOR BEAUTIFICATION PLAN

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Industry Department Stores & Shopping Malls
Media Print, Magazine & Newspaper
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Art Director Sean Perkins, Trevor Bell
Copywriter Morgan Kurchak, Len Preskow, Stephen Stahl
Producer Anne Peck
Account Supervisor Kirk Round
Released February 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: IKEA
Product/Service: IKEA OTTAWA GRAND OPENING
Agency: LEO BURNETT TORONTO
Chief Creative Officer/Creative Director: Judy John (Leo Burnett/Toronto)
Creative Director: Lisa Greenberg (Leo Burnett/Toronto)
Group Creative Directors: David Federico/Morgan Kurchak (Leo Burnett/Toronto)
Digital Associate Creative Director: Ian Kay (Leo Burnett/Toronto)
Copywriter: Morgan Kurchak/Stephen Stahl/Len Preskow (Leo Burnett/Toronto)
Art Director/Designer: David Federico (Leo Burnett/Toronto)
Art Director: Sean Perkins/Trevor Bell (Leo Burnett/Toronto)
Producer: Anne Peck (Leo Burnett/Toronto)
Director Of Creative Technologies: Felix Wardene (Leo Burnett/Toronto)
Developer: David Freedman (Leo Burnett/Toronto)
Group Account Director: David Kennedy (Leo Burnett/Toronto)
Digital Account Director: Joseph Myers (Leo Burnett/Toronto)
Account Director: Jennifer Kelly (Leo Burnett/Toronto)
Account Supervisor: Kirk Round (Leo Burnett/Toronto)
Planner: Dustin Rideout (Leo Burnett/Toronto)
Social Media Planner: Heather Morrison (Leo Burnett/Toronto)
Project Manager: Lyndsay Cattermole/Thomas Degez (Leo Burnett/Toronto)
Media placement: N/a - N/a - N/a

Describe the objective of the promotion.
Last December, IKEA Canada opened a new store in Ottawa, Canada’s capital and a real government town. Although IKEA is recognized as one of the leading retailers in the home furnishings industry and loved by Canadians, we were tasked with stimulating the Ottawa region with news and excitement over the opening of the new store, by engaging locals in the opening of the store, driving opening day attendance and increasing opening day sales

Describe how the promotion developed from concept to implementation.
Since the government had just provided tons of stimulus for projects outside, we thought that with our new store we could provide stimulus for the inside, hence the Ottawa Interior Beautification Plan. Much like the government does, we launched our ‘stimulus plan’ in a big way with a tongue in cheek government voice that spoke specifically to the Ottawa market through OOH, Facebook, Newspaper and events where people could trade in their old furniture, for credits to use in the store.

Explain why the method of promotion was most relevant to the product or service.
All of our activity drove specifically to Facebook where people could find out more about the program and information on the new store. We also introduced people to our Ottawa Interior Beautification team and their trade-in truck. It drove around Ottawa and let people trade in their old furniture for beautification credits (gift cards) to use in the new store. In addition, the truck also responded to trade-in requests sent via social media, and at houses that had window or lawn signs from the newspaper or our Facebook page.
We even made a beautification give away board filled with new items from the new store that got people beautifying right away. Each item was custom tagged to encourage a visit to the new store.
It all lead to a big grand opening for a huge new store.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In the two weeks of the campaign, Facebook fans were up 140%, wall posts were up 280%, visits to the new store were up 81% compared to the old store and sales were up 117%. Plus, Ottawa’s interiors got a lot more beautiful.