ANY SPACE CAN BE BEAUTIFUL by Jungle Media for IKEA

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ANY SPACE CAN BE BEAUTIFUL

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Canada
Agency Jungle Media
Released June 2010

Credits & Description

Category: Best Use of Audio
Advertiser: IKEA
Product/Service: IKEA
Date of First Appearance: Jun 1 2010
Entrant Company: JUNGLE MEDIA, Toronto, CANADA
Connection Planning Director: Brooke Leland (Jungle Media)
Buying Supervisor: Krystal Seymour (Jungle Media)
Media placement: Radio - EZ Rock Edmonton - June 2010

Insights, Strategy & the Idea
Each summer IKEA has a Midnight Madness Sale, inviting consumers into the store after hours to get great deals on everyday products that can help to make their homes beautiful. The sales are well attended and often result in lineups prior to the event start time.

Leading up to the sale we wanted to tell and show people in Edmonton that IKEA could make any space beautiful…even the line-up leading up to the event itself.

Radio Remotes are an efficient way to drive traffic to a retail sale and have always been effective for IKEA Sales. However, we wanted to take it a step further and really enhance not only the local strength of radio but its ability to create intrigue and showcase the strength of IKEA design and the IKEA mantra of “Any Space Can Be Beautiful”

Radio really allowed us to generate excitement leading up to the event and make the preparation for the sale newsworthy.

Creative Execution
We planted a local Edmontonian who was so excited about the sale and being the first in line that he camped out for a week in front of the IKEA store in anticipation. Edmonton’s top radio station for women, EZ Rock, invited the fellow to talk about his excitement on-air throughout the week. IKEA also felt badly that this poor guy was uncomfortable outside of their store so they added design staples to his space each day leading up to the sale, an Ektorp sofa, a Malm bed, a Lunta lamp etc… so that the day of the sale he had a fully furnished room in the store parking lot. The day of the Remote our IKEA fan Kyle was involved in many of the cut-ins as well.

It was a fabulous way for us to take a regular radio remote and bring IKEA’s design mantra of “Any Space Can Be Beautiful” to life.

Results and Effectiveness
Kyle’s interaction with EZ Rock and our line-up beautification had definitely enhanced our Midnight Madness Sale awareness and resulted in PR generated in other Edmonton media. Visitors prior to the sale event and during the Midnight Madness Sale were up from the year before. They all wanted to visit Kyle and see his beautiful space.