WORK OUT YOUR STORAGE ISSUES for IKEA

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WORK OUT YOUR STORAGE ISSUES

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Japan
Released July 2012

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: IKEA JAPAN
Product/Service: STORAGE SOLUTIONS
Dancers: Actual IKEA Workers (Ikea Japan)
Creative Director: Jiro Kanahara (ADK)
Copywriter: Jiro Kanahara (ADK)
Art Director: Jiro Kanahara (ADK)
Account Director: Hiroko Uchigaki (ADK)
Account Supervisor: Kazuha Okuda (ADK)
Senior Account Executive: Yuka Nakahata (ADK)
Media Traffic: Maki Yoshizawa (IKEA JAPAN)
Agency Producer: Osamu Enari (DRILL)
Planner: Ryuji Ueno (DRILL)
Dance Coordinator: Kazutaka Sugitani (air:man)
Dance Coordinator: Mayumi Kikuguchi (air:man)
Producer: Takeshi Fukuda (Tyo Productions)
Producer: Hiromichi Takagi (Tyo Productions)
Director: Jiro Kanahara (ADK)
Director of Photography/Lighting/Cameraman: Sadaki Matsuda (Freelance)
Editor: Tomoya Kuge (Tyo Productions)
Editor: Takero Yamashita (Tyo Productions)
Music Producer: Toru Midorikawa (Melody Punch)
Production Manager: Shinichi Morita (Tyo Productions)
Media placement: WEB - YouTube - 20th, August 2009
Media placement: In-store vision - IKEA Store - 20th, August 2009
Media placement: In-Store Brochure - IKEA Store - 20th, August 2009
Media placement: Restaurant Tray Paper - IKEA Restaurant - 20th, August 2009
Media placement: In-Store Event - IKEA In-Store Nursery, Store Entrance - 20th, August 2009IKEA IIKEA I
Media placement: TV Program - TBS,(National), ABC, CTC(Local) - 7th, September 2009
Media placement: TV Spot - CTC (Local) - 15th September, 2009
Media placement: Store Vision - LAWSON (convenience store) - 25th September, 2009

Summary of the Campaign
IKEA wanted to communicate their expertise and unique ideas in home furnishings, especially for home storage issues. Since a survey by IKEA showed that 80% of all Japanese were concerned about these issues but people just didn’t know where to start or how to cope with these problems. Under the campaign theme, 'work out your storage issues', IKEA formed a team called the 'Storage Task Force' and developed 'The Storage Task Exercise'. The members of the Storage Task Force were actual home furnishing experts working at IKEA, and they introduced IKEA’s easy and fun 5 tips for organising home through the lyrics and the moves of the exercise. The task force appeared on different media to spread IKEA’s storage solutions: blogs, TV programs, YouTube, newspapers, at IKEA store, and they even visited Japanese homes to actually solve the storage problems together with the customers. During the campaign, the number of customers who visited IKEA stores increased by 25% and the number of visitors to IKEA’s website increased by 20%. TV, newspapers, magazines and websites further extended this major story through free publicity.

The Goal
82% of the Japanese think "storing & organising" is such a troublesome task. IKEA wanted to introduce a new habit for people to take care of their storage issue in a happier and more positive manner.

Results
'The Storage Task Exercise' widely communicated to kids, housewives and many others. It was picked up by the forum held by NPO. Kindergartens near IKEA adopted the exercise for their lessons. Exercise video on YouTube was picked up by many online news sites and blogs, and received about 720,000 hits. 11 TV programmes, 8 newspaper and magazines covered this activity and the movement spread nationally in Japan. 'The Storage Task Exercise' turned otherwise negative organising chores into a positive habit for Japanese. IKEA, where the exercise was released, increased its customer traffic by 25%.

Execution
Under the campaign theme 'work out your storage issues' IKEA formed a team called the 'Storage Task Force'. The members of the 'Storage Task Force' were actual home furnishing experts working at IKEA. They visited Japanese homes, to see storage issues and then introduced clean-up ideas through dance and music in an easy and fun way, even for kids. They were able to solve consumer’s problems by offering their professional experience for storage solutions. The task force appeared on different media during the campaign; on blogs, TV programs, YouTube, newspapers, and at IKEA stores to spread the message.

The Situation
IKEA wanted to communicate their experience and unique ideas on home furnishings, especially for home storage issues. Since a survey by IKEA showed that 80% of all Japanese are concerned about their home storage issues but people just don’t know where to start or how to cope with these problems. Three rooms and a living/dining room with kitchen, about 72 square meters in size, is a typical layout of a Japanese home. Japanese people have a tendency of putting off their storage issues, as they have trouble disposing things especially if they live in a small place.

The Strategy
Japanese people have a long history of enjoying different "exercising" habits. Radio exercise, gymnastic formation exercise, warm up exercise, etc. In order to introduce IKEA’s easy-to-follow storage solutions, we developed 'The Storage Task Exercise' and uniquely mixed exercising and the home issue of storage into an entertainment-content everyone could enjoy. The exercise showed IKEA’s five tips for organising your home enjoyably with song and dance.