HEJ COMMUNITY by Ogilvy & Mather Frankfurt for IKEA

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HEJ COMMUNITY

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Industry Department Stores & Shopping Malls
Media Promo & PR
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Kutschinski
Released January 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: IKEA GERMANY
Product/Service: CUSTOMER RELATIONSHIP PROGRAMME
Agency: OGILVY FRANKFURT
Date of First Appearance: Jan 31 2010 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/hej/promo
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Directors: Dr. Ulf Schmidt/Uwe Jakob (Ogilvy Frankfurt)
Copywriters: Ralf Schulte/Nico Schneider/Yvonne Straessner (Ogilvy Frankfurt)
Copywriters: Isabel Rathgeber/Daniela Schmidt/Nina Puri (Ogilvy Frankfurt)
Technical Director/Technical Account Manager: Jens Steffen/Frank Schwarzhoff (Ogilvy Frankfurt)
Art Directors: Serena Fielko/Jan Schulz/Douglas Savage (Ogilvy Frankfurt)
Junior Art Directors: Julia Scherer/Klaus Martin-Michaelis/Anahita Khosravi (Ogilvy Frankfurt)
Motion Graphics Designer/Student Trainee: Markus Müller/Cerstin Scheuten (Ogilvy Frankfurt)
Management Supervisor/Head of Brand Consulting: Frank Apel/ Matthias Lindenberger/Larissa Pohl (Ogilvy Frankfurt)
Account Supervisor/Account Executive: Martin Molter/Vanessa Broskowski/Katja Heinbuch (Ogilvy Frankfurt)
Art Buying: Martina Diederichs/Magdalena Ignatowski (Ogilvy Frankfurt)
Senior Information Architect/Information Architect: Martin Weber-Schäufele/ Silke Gehrmann (Ogilvy Frankfurt)
Concept: Christoph Riebling/Christian Wierz/Susanne Lämmer (Ogilvy Frankfurt)
CRM/Online Manager: Katja Sottmeier (IKEA)
Application Engineer/Junior Application Engineer: Ralf Zimmermann/Isabell Grasshoff/Kay Wiegand (Ogilvy Frankfurt)
IT: Nadja Fecher/ Stefan Rothermel (e-tecture)
Programmers: Martin Anderle/Victoria Erstein/Valentina Kusmin (Ogilvy Frankfurt)
Programmers: Christian Fischer/ Rainer Standke/Thilo Hoffmann/Frank Stroh (Ogilvy Frankfurt)
Content Managers: Janina Mihr/Caroline Lange/William Powell/Karolina Dudik (Ogilvy Frankfurt)
Avid Operator/Photographer/Intern/Junior Consultant: Matthias Czeikowitz/Bernd Meyer/Tim Schmidt/Jakob Wakolbinger/Thomas Bailly (Ogilvy Frankfurt)
Media placement: Community - Online - 31/01/2010

Describe the objective of the promotion.
A sustainable promotional platform for IKEA was to be created on the Internet.

Describe how the promotion developed from concept to implementation
IKEA planned an online community for its customer relationship programme IKEA FAMILY. Here, the IKEA FAMILY members were to be able to decorate their own spaces with IKEA products, to exchange ideas with others, to glean tips from experts, and get inspired. The hej community would be a second home to IKEA customers and at the same time be a perfect promotional platform for IKEA.

Describe the success of the promotion with both client and consumer including some quantifiable results
The IKEA hej community became the biggest of its kind in Germany after a mere few days. In just 6 weeks, it already had over 18,000 members.

Explain why the method of promotion was most relevant to the product or service
The IKEA hej community is the ideal promotional platform because: • The user can decorate virtually using IKEA products • The user can print out products from his space onto a shopping list • Users can vote democratically on which product should go on special next • Users can really experience the IKEA brand • The interior decorating prowess of IKEA is on display online • IKEA fans can design their own space on the internet too.