IKEA Promo, Case study IKEA E-FOLDER SET by Laboratory Digital, Laboratory Ideas

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IKEA E-FOLDER SET

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Hungary
Agency Laboratory Digital
Agency Laboratory Ideas
Creative Director Alex Szenassy
Art Director Diana Pusztai, Sandor Haszon
Copywriter Judit Kun
Illustrator Péter Muka
Released February 2011

Credits & Description

Category: Best Use of Branded Content
Advertiser: IKEA
Product/Service: IKEA
Agency: LABORATORY IDEAS
Agency: LABORATORY DIGITAL
Date of First Appearance: Feb 24 2011
Entrant Company: LABORATORY IDEAS, Budapest, HUNGARY
Entry URL: http://www.ikea.com/ms/hu_HU/campaigns/IKEA_desktop_folders.html
Creative Director: Sándor Haszon/Alex Szénássy (Laboratory Ideas)
Copywriter: Judit Kun (Laboratory Ideas)
Art Director: Diana Pusztai/Sándor Haszon (Laboratory Ideas)
Illustrator: Peter Muka (Laboratory Digital)
Developer: Gergely Muka (Laboratory Digital)
Media placement: Public Web Content - www.ikea.hu / www.ikea.cz / www.ikea.sk - 24. February 2011.

Insights, Strategy & the Idea
THE CHALLENGE
Communicate in an online environment that IKEA wants to help people organize their living spaces with its smart storage systems and organizers.

INSIGHT
People find it hard to keep their computer Desktops tidy. Also, our computer is starting to become our second home.

THE IDEA
Let's help people get organized on their computers - with the help of IKEA organizers.

Creative Execution
CREATIVE SOLUTION

To convey IKEA's message - that it can help you get organized - in a relevant way, we created an icon set that can be downloaded from IKEA's website. The 'IKEA e-Folder' set consists of a custom background picture with an EXPEDIT storage unit, and icons of actual IKEA organizers that people can switch to instead of their current uniform folders. This way people can store all their files and media in IKEA organizers on the shelves of an EXPEDIT right on their desktops in a nice and transparent way.

We integrated the products into a single, useful content that allows people to experience the brand promise every day.

Results and Effectiveness
RESULTS

The campaign is only in its 4th week at the time of the entry submission, but already the IKEA e-Folder set has reached over 37 000 unique downloads, and downloads increase every day. During this time the e-Folder set was available from the IKEA sites of Hungary, The Czech Republic, and Slovakia, but already IKEAs in several other countries expressed their interest.