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: Best Integrated Campaign Led by Promotion and Activation
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/360
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
Media placement: Green Box Tour - Outdoor - 31/01/2010
Media placement: Live TV - Online - 31/01/2010

Describe the objective of the promotion.
We had to promote the IKEA FAMILY customer relationship programme.

Describe how the promotion developed from concept to implementation
IKEA customers were addressed in a variety of ways. New ways of addressing the customer were found. In order to reach the majority of the target group, IKEA customers were addressed via various channels: 1. Online via the hej community 2. Via the greenbox tour in front of IKEA stores 3. Via Web TV to attract the first IKEA community residents.

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 target group was made up of very different groups of people with very different habits. The media mix had to reach the majority of the target group – from customers who shop at the store to customers that buy online.