Credits: Remco Marinus - Creative Director Robin Stam, Daniel te Lindert, Robin Meekel, Marloes Scheffers - Copy writer Luiz Risi, Sanne Leenders, Wendy Deun, Koen Hogewoning, Cynthia Thiebosch - Art director Martha Frankenhuis, Dennis van Aalst, Mariken Bongers, Sanne van Nouhuys - Account Tim Claassen, Joost van der Loo - Planner
The challenge: Consumers in Holland still think that IKEA stands for the BILLY, the LACK table and the PS cabinet. But there’s a lot more variation at IKEA. In fact, the Swedish furniture store has so much to offer that you can tell something new every day. And that’s exactly what we did in our latest TV-campaign.
Concept: We show a different TV-commercial every day. That’s 365 commercials a year. This is made possible by smart media planning, advanced production techniques and a lighting fast creative process. Every commercial highlights a new product, a different style or a new advantage. This way, we prove that every day is truly different at IKEA. The pay-off – IKEA. Every day different – emphasizes this. The commercials were not only sent out on different TV-channels every day, but were also put on the homepage of IKEA and a special YouTube page to get even more viewers.
Results: In a market that shrunk 4% due to a recession in the furniture industry, top of mind awareness gained 6 percentage points. And 4% more consumers are said to have bought IKEA furniture when the campaign was running. Furthermore, there was a clear connection between the advertised product and increasing sales in the days after. This gave IKEA control from a marketing-logistic point of view.