IKEA swag u final presentation

“Swag U”

for

Past IKEA Marketing

“Unböring” 2003

“Tidy Up” 2006

“Embrace Change” 2009

Client Task: Engage College students

• Ikea has never had a advertising campaign that has thoroughly engaged this market

• What are their furniture/décor buying habits and attitudes towards IKEA?

Research Findings

Rank Living Space Concern

1 Comfort

2 Design

3 (None)

4Organization/tidiness, Space Availability

5 Lighting

Rank Product Attribute

1 Affordability

2 Design

3 Durability

Rank Store Attribute

1 Variety of products

2 Delivery/assembly options

3 Store experience

4 Helpful store personnel, Convenience (location)

Affordability Quality Design Appeal.00

.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50

IKEA ratings

Ratin

g (1

-5; 1

=Lea

st a

fford

able

/wor

st

qual

ity/l

east

app

ealin

g de

sign)

Male Female0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Enjoyment of shopping for furniture/decor by Gender

Ratin

g (1

-5; 1

=Not

at a

ll)

What does it all mean?

• College students value comfort, affordability, variety, but look to IKEA for design

• Male college students do not enjoy furniture shopping

• Also: College students don’t like to be told what do to– Ikea needs a more engaging strategy that doesn’t

shout “Go buy furniture!” in their face….

Brief• Objective:

– Promote IKEA among college students• Problem:

– Brand has had little direct engagement with the target• Target:

– College students who live in dorms or own apartment (not living with parents)– Primary living space concerns: comfort, design– Primary furniture purchase concerns: affordability and design

• Key Consumer Insight– Furniture shopping is most enjoyed by female college students—their male counterparts only

shop out of necessity• Strategy:

– To inspire furniture/décor shopping for design--beyond the level of need--in male college students

• Key POV/benefit: – IKEA will up your “swag”

• Support: – IKEA’s low prices and variety of designs, which makes “swagging up” both easy and affordable for

the target market

“BIG IDEA”

How will we communicate this idea?

Through storytelling…

“Swag U”

Guy-who-doesn’t-shop-for-furniture

Girl-who-knows-what-she-wants-and-knows-how-to-get-it

• Sven: Just entered college, finds that he must “up his swag” in order to attract several love interests.

• Jen: Helps Sven by providing him with her knowledge and experience with room furnishing and design.

• The story will follow Sven through his college career, from living on campus to off campus, and will end with him graduating and passing on this knowledge to his younger brother, who will then be entering college.

Swag U

Campaign Development

1. Capture Attention2. Maintain Interest3. Play out the Story through Interactive Media and

Direct Marketing4. Support with Campus Events, Installations,

Contests5. Conclude Story

Duration: July-May 2011

THE STORYSwag U

Boy meets girl?

Sven

The Mom

The Comedian

The Artist

The Athlete

The Goth

The HOT chickJenn

The Party Animal

The Model

Timing

Story development

WebisodesTVPrintOnlinePRGuerilla

Month July/August

Media

Capture Attention

Maintain Interest Conclude

December/January

WebisodesTVPrintOnlinePRGuerilla

WebisodesTVPrintOnlinePRGuerilla

April/May

CREATIVESSwag U

My new EKTORP sofa is very comfortable, ladies ;) :P

Thank you, IKEA for last night ;)

20% offBring this to IKEA on your next visit along with your Student ID.Valid before 1/15.

Campus Rep

Mags, Newspapers, Catalog

MEDIA PLANSwag U

Media Vehicles

VEHICLEJuly   August   September   October   November   December   January   February   March   April   May

TOTALW1 W2 W3 W4   W1 W2 W3 W4   W1 W2 W3 W4   W1 W2 W3 W4   W1 W2 W3 W4   W1 W2 W3 W4   W1 W2 W3 W4   W1 W2 W3 W4   W1 W2 W3 W4   W1 W2 W3 W4   W1 W2 W3 W4

                                                                                                             Magazines 

Allure 1   1               1   1           1     5Cosmopolitan 1   1               1   1           1     5ESPN 1   1               1   1           1     5GQ 1   1               1   1           1     5Maxim 1   1               1   1           1     5People Weekly 1   1               1   1           1     5

Total in media category 30

                                                                                                               Newspaper

College newspapers (185) 2   2   2   2       2   2           2     14

Total in media category 14

                                                                                                               Television

Desperate Housewives 1 1 1 1   2 2 2 2                                     1 1   1 1 1 1                       2 2 2 2           32Family Guy 1 1 1 1   2 2 2 2                                     1 1   1 1 1 1                       2 2 2 2           28Gossip Girl 1 1 1 1   2 2 2 2                                     1 1   1 1 1 1                       2 2 2 2           28Sunday Night Football 1 1 1 1   1 1 1 1                                     1 1   1 1 1 1                       1 1 1 1           20Two and a Half Men 1 1 1 1   2 2 2 2                                     1 1   1 1 1 1                       2 2 2 2           108

Total in media category 216

                                                                                                               Outdoor

Campus representatives     1   1   1   1   1   1   1   1   1     9Campus window installation     1                   1                 2Campus room installation     1                                     1

Total in media category 12

                                                                                                               Interactive

Video production costs 1                                                                                 1Iphone App 1   1   1   1   1   1   1   1   1   1     10Google 1   1   1   1   1   1   1   1   1   1     10Pandora 1   1   1   1   1   1   1   1   1   1     10Youtube channel 1                                         1Youtube banner ad 1   1   1   1   1   1   1   1   1   1   1 11

Total in media category 43

TOTAL                                                                                                             30

digital

Television

Magazines

Newspaper

Up ur swag. Swag U.\