“Swag U”

for

Past IKEA Marketing

“Unböring” 2003

“Tidy Up” 2006

“Embrace Change” 2009

Target Market

• College students!• Ikea hasn’t previously had a full-length

advertising program that has engaged this market

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

Research FindingsRank 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 and Gender

Ratin

g (1

-5; 1

=Not

at a

ll)

What does it all mean?

• Comfort, affordability, variety, design• Men 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• Key fact:

– IKEA has an assortment of styles at affordable prices • Problem:

– Furniture shopping for college male students is mostly necessity-based• Objective:

– To instill the desire for furniture/décor shopping beyond the level of need• Target consumer:

– Men and women – College students – Price-conscious

• Key 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?

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

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

Internet

Television

Magazines

Newspaper

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

Up ur swag. Swag U.\