EASY AND CLEAR! by ADK Asatsu-DK Tokyo, Drill Inc Tokyo for IKEA

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EASY AND CLEAR!

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Industry Department Stores & Shopping Malls
Media Promo & PR
Market Japan
Agency ADK Asatsu-DK Tokyo
Director Jiro Kanahara
Producer Takeshi Fukuda
Account Supervisor Kazuha Okuda
Agency Drill Inc Tokyo
Producer Hiromichi Takagi Tyo Inc.
Editor Tomoya Kuge, Takero Yamashita
Released August 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: IKEA JAPAN
Product/Service: STORAGE SOLUTIONS
Agency: ADK JAPAN
Agency: DRILL
Date of First Appearance: Aug 20 2009 12:00AM
Entrant Company: ADK JAPAN, Tokyo, JAPAN
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 ro INC.)
Editor: Takero Yamashita (TYO Productions)
Music Producer: Toru Midorikawa (Melody Punch Inc.)
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 2009
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

Describe the objective of the promotion.
According to a survey conducted by IKEA, 80% of all Japanese were concerned about their home storage issues but they didn’t know what to do or where to start. IKEA was seeking a way to communicate their experience and unique ideas on home storage issues to promote traffic to the store, during the campaign, from IKEA’s primary target; families with small children.

Describe how the promotion developed from concept to implementation
Raising children and storage issues are two major everyday concerns shared among most Japanese housewives. A lot of housewives are very busy with raising children and thus buy a lot of storage furniture online or via mail order. IKEA wanted more housewives to visit their stores, so we created a solution to solve the two challenges of raising children and storage issues in an entertaining way. This is how the IKEA “Storage Task Force Exercise” was created to introduce the five tips for organising the home through its lyrics and dance moves.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion succeeded in bringing housewives with kids to the stores and created repeat visits. The number of customers who visited IKEA stores increased by 25%. IKEA also created a strong emotional tie with the future customers while providing a fun store experiences.

Explain why the method of promotion was most relevant to the product or service
The catchy lyrics and dance moves of “The Storage Task Exercise” became popular among kids. It made it easier for everyone to remember IKEA’s 5 steps and it changed the image of “home storage & organisation issues” from something troublesome to something you can enjoy. IKEA stores held exercise lessons twice a day at the in-store nursery and had Sunday open lessons in front of each store.