DESIGN YOUR OWN LIFE PLATFORM by Lemz for IKEA

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DESIGN YOUR OWN LIFE PLATFORM

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Industry Department Stores & Shopping Malls
Media Promo & PR
Market Netherlands
Agency Lemz
Creative Director Chester De Vries, Bram Tervoort, Peter De Lange
Art Director Koen Hogewoning
Copywriter Robin Meekel
Designer Antonio Costa Neto
Released March 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: IKEA
Product/Service: IKEA HOME FURNITURE
Agency: LEMZ
Date of First Appearance: Mar 10 2009 12:00AM
Entrant Company: LEMZ, Amsterdam, THE NETHERLANDS
Entry URL: http://www.whathavewedone.nl/forikea
Creative Director: Chester de Vries (LEMZ)
Creative Director: Bram Tervoort (LEMZ)
Creative Director: Peter de Lange (LEMZ)
Art Director: Koen Hogewoning (LEMZ)
Copywriter: Robin Meekel (LEMZ)
Strategy Director: Tim Claassen (LEMZ)
Account Director: Wauter Ketelaar (LEMZ)
Account Manager: Laura Bremerkamp (LEMZ)
Designer: Antonio Costa (Special Defects)
Technical Realisation: Us Media (Us Media)
Media placement: Website - Internet - 10 March 2009

Describe the objective of the promotion.
Build a long-term platform to demonstrate that anyone can design their own kitchen and bedroom with IKEA.

Describe how the promotion developed from concept to implementation
We created an online IKEA catalogue made by IKEA customers themselves, providing a stage where they can show and share their own creations. Website visitors could sift through the entire collection, print, rate and share content or contact the owner to arrange a live viewing.

Describe the success of the promotion with both client and consumer including some quantifiable results
With more than 3,000,000 browsed pages, 850,000 website visits and over 5,600 bedrooms and kitchens the catalogue has become the biggest IKEA showroom online with now chapters for each room in the house. It has lead IKEA to integrating the consumer-generated catalogue with the main ikea.nl website, enabling visitors to switch between basic IKEA product info and inspiration on how they are used by IKEA customers at home.

Explain why the method of promotion was most relevant to the product or service
We let proud IKEA customers create a promotion themselves. Why? Because these ambassadors promote the IKEA brand and products in a real and credible way by adding to the online catalogue. With 5,600 personal photos and stories that showcase the creative possibilities of IKEA and inspire visitors.