Download - Showcasedag 2014. Ikea – #tastundentilbake
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IKEA - #TaStundenTilbake
#TaStundenTilbake
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IKEA - #TaStundenTilbake
IKEA Kataloglansering 2013
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IKEA - #TaStundenTilbake
IKEA Kataloglansering 2013
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IKEA - #TaStundenTilbake
Oppgaven
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IKEA - #TaStundenTilbake
• Etablere og formidle tema for årets IKEA-katalog
• Sørge for at målgruppen fikk med seg katalogens ankomst
• Skape engasjement rundt kataloglanseringen, til tross for få nyheter
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IKEA - #TaStundenTilbake
1/5 Triggerpunktanalyse
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IKEA - #TaStundenTilbake
1/5 Triggerpunktanalyse
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IKEA - #TaStundenTilbake
Innsikt
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IKEA - #TaStundenTilbake
• Undersøkelser viste at målgruppen, norske kvinner 25-40, slet med å strekke til slik de ønsket, og at de også hadde dårlig samvittighet for dette.
• En av fire med barn sa at de opplevde et stort forventningspress fra omgivelsene for å leve opp til idealet om den ”perfekte familie”.
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IKEAs visjon «Å skape en bedre hverdag for de mange menneskene»
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IKEA - #TaStundenTilbake
IKEA ønsket ikke, gjennom sin kommunikasjon, å bidra til en stresset hverdag ved å komme nye ideer og forslag til hva man kunne gjøre i løpet av dagen.
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IKEAs visjon handler ikke bare om en bedre hverdag, men også om en enklere hverdag, med tid til å nyte de små øyeblikkene.
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IKEA - #TaStundenTilbake
Vi ville vise hvordan IKEA kunne være en hjelper i hverdagen - ved å legge til rette for verdifulle øyeblikk, gjennom inspirerende produkter og
kommunikasjon.
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IKEA - #TaStundenTilbake
2/5 Engasjerende innhold
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IKEA - #TaStundenTilbake
Hvis innsikten fortalte oss at man egentlig ikke kan planlegge for øyeblikkene i hverdagen, at de bare oppstår, og vi ikke ønsket å skape
noe nytt, hvordan skulle vi da kommunisere med målgruppen?
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IKEA - #TaStundenTilbake
Vår løsning var å gi IKEA en naturlig plass blant de allerede eksisterende hverdagsøyeblikkene, samtidig som vi ville bevisstgjøre målgruppen alle
øyeblikkene som allerede var en del av livene deres.
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IKEA - #TaStundenTilbake
Ingen forslag til nye aktiviteter, kun en enkel oppfordring…
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«Ta stunden tilbake»
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IKEA - #TaStundenTilbake
Ved å vise hvordan IKEA, som alltid, innreder for de gode øyeblikkene, ville vi sammen med målgruppen gjøre nettopp det - ta stunden tilbake.
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3/5 Arena for engasjement
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IKEA - #TaStundenTilbake
TEASING Fotoprosjektet #TaStundenTilbake
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IKEA - #TaStundenTilbake
IKEAs midlertidige hjem Borggata 9
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# Stunder for de mange menneskene
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4/5 Spredningsaktiviteter
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5/5 Evaluering / Resultater
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IKEA - #TaStundenTilbake
• 10.300 samtaler i SoMe !
• Mer enn 700 bilder delt på Instagram !
• Over 60 unike bloggposter !
• I overkant av 100 medieoppslag !
• Reach på 10,6 millioner !
• 8% økning i salget sammenlignet med året før
Ta stunden tilbake Resultater
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IKEA - #TaStundenTilbake
• JCP som stod for event-gjennomføringen
• SMFB som stod for utformingen av det visuelle uttrykket
• Lokal54 som hadde ansvaret for interiørdesign
• Norske Interiørbloggere (NIB) som bidro under innredningen av hverdagstundene
• Fotograf Jenny Hoff som tok før/etterbildene
• Fotograf Tor Lie som dokumenterte hele prosjektet
Til slutt noen samarbeidspartnere som fortjener TAKK
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