BJÖRTDAY by TBWA\ Istanbul for IKEA

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BJÖRTDAY

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Industry Department Stores & Shopping Malls
Media Promo & PR
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Creative Director Volkan Karakasoglu
Copywriter Volkan Yanik
Producer Bora Ömeroğlu
Illustrator Tolga Ulkumen
Released April 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: IKEA
Product/Service: IKEA
Agency: TBWA\ISTANBUL
Date of First Appearance: Apr 28 2010 12:00AM
Entrant Company: TBWA\ISTANBUL, TURKEY
Executive Creative Director: Ilkay Gurpinar (TBWA\Istanbul)
Creative Director: Volkan Karakasoglu (TBWA\Istanbul)
Copywriter: Volkan Yanik (TBWA\Istanbul)
Art director: Orkun Onal (TBWA\Istanbul)
Illustrator: Tolga Ulkumen (TBWA\Istanbul)
Producer: Bora Ömeroğlu (TBWA\Istanbul)
Executive Brand Group Director: Burcu Ozdemir (TBWA\Istanbul)
Brand Manager: Ayse Senunver (TBWA\Istanbul)
Brand Executive: Melis Inceer (TBWA\Istanbul)
Strategic Director: Tugyan Celik (TBWA\Istanbul)
Media placement: Promo - IKEA - 28.04.2010

Describe the objective of the promotion.
To announce 5th year of IKEA in Turkey and to increase the amount of shopping at stores during the week of celebration.

Describe how the promotion developed from concept to implementation
IKEA is the first 'do-it-yourself furniture store' in Turkey. To announce its 5th anniversary, we prepared a 'do-it-yourself birthday cake.' These cakes were given at cash registers over 100 TL of shopping during the week of celebration. The promotion was announced at the entrance. The anticipated response was to increase the sales amount per person as people would be spending more to get the promotional cakes.

Describe the success of the promotion with both client and consumer including some quantifiable results
It created overwhelming demand among the shoppers. While people who came to the stores before this application spent an average of 85 TL, during the anniversary celebration week this amount increased to 110 TL per person.

Explain why the method of promotion was most relevant to the product or service
The do-it-yourself birthday cakes were a nice birthday gift from IKEA to its costumers. The easy preparation of these cakes underlined the easy assembly feature of the IKEA products as well.