| Title | WHAT'S A SURPRISE |
| Brand | IKANO |
| Product / Service | IKEA |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | PHD Bangkok, THAILAND |
| Entrant Company: | PHD Bangkok, THAILAND |
| Media Agency: | PHD Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Jerapol Yavapan | Phd Thailand | Managing Director |
| Wasana Thepsueb | Phd Thailand | Associate Planning Director |
| Titiya Tiwanantakorn | Phd Thailand | Senior Media Planner |
| Gannrapee Chatchaidamrong | Ikano (Thailand) Limited | Marketing Manager |
| Tissana Wateesatogkij | Ikano (Thailand) Limited | Assistant Marketing Manager |
| Chunika Tangtanaporn | Monday People Co./Ltd. | Account Management Director |
| Panitta Kanchanavasita | Monday People Co./Ltd. | Account Manager |
More than 100,000 visits at IKEA during the first week of launch. People started to share their IKEA experiences throughout social network
We initiated enticement and created WOM in brining a mass group together for a short experience of IKEA store stop over. MRT (Bangkok subway) stations have been chosen as strategic communication location, where varies types of IKEA furniture as well as wall and floor wrap have been displayed over the platforms. This is to create a real experience that IKEA can be part of peace throughout a busy daily lives. The communication has been supported by print and online banners.
To launch the brand new IKEA in Thailand, we understand that the brand is just limited to those who have oversea (shopping and living) experiences. Hence our main task is to registered the IKEA names into Bangkokian's minds. We understand that young-modern Bangkokian loves to challenges and prove themselves (to their parents and friends) about the "CAN DO". Hence it comes to our idea by introducing IKEA with our key selling points in the high traffic area, where young-office personal of Bangkok normally visited.