Advertiser: Ikano Handel Sdn Bhd Brand: Ikea Creative Agency: - Credits: -
IKEA was opening its first Southern Malaysia, not only that at 46,713 square metres it was going to be the biggest store in all of SouthEast Asia. With a dwindling market sentiment and cautious spending even on essential items, we were tasked to help drive buzz, awareness and footfalls for the new store.
Insight, Strategy and the Idea
Johor is a known shopping hub. With malls & stores lining up the road and discount and promotions being offerred everywhere, consumers had many options. To ensure that IKEA was not lost in the clutter of promotions and ads we needed to find an effective media strategy to gain TOM and drive buzz. Even though there were several home furnishing stores in Johor none of them offerred the depth of IKEA and the options it offerred to consumers. With 54 Swedish inspired showrooms Consumers were truly for the first time Spoilt for Choice.
We launched 4 videos featuring stories of how choice matters. We contrasted the choices offerred by IKEA vs real life situations in a humourous manner to elicit an emotional reaction and also drive memorability, we showcased instances like one can’t chose their mother-in-law, their daughter’s boyfriend or wife’s beloved cats. But, they can surely choose their furniture and comfort from IKEAs unlimited options available. The message was leveraged across key TV channels and video platforms to communicate the message of choices that were available for consumers in IKEA.
Results and Effectiveness
The First customer arrived at IKEA Tebrau Store at 12 midnight before the store opened at 10am. The campaign garnered 104 million online impressions; 416k clicks; 988k engagement; 7.8 million organic reach; 1.8 million viewers on TV.