The Campaign

We were tasked with doing something ‘uniquely IKEA’ for Father’s Day, to remind Australians about the brand’s quirky personality and to inject some fun into their communications, which had become very rational and price focused in the wake of the global financial crisis. Our goal was simple – make a trip to IKEA front of mind for Father’s Day weekend, by creating an initiative that would drive mass press coverage and ultimately increase visitation to IKEA stores. One of the most common topics of conversation amongst IKEA fans on Facebook is how women can effectively persuade men to agree to a trip to IKEA. So our idea was to announce IKEA’s world first trial of MANLAND, a complementary in-store crèche specifically designed for men to relax in. A photo-call notice was sent to all major media, inviting journalists and news crews to attend the opening of MANLAND. At the photo-call, we invited male members of the public to trial the facility, which provided great visual currency for the press. MANLAND was a huge hit with the media and consumers alike, generating mass exposure across Australia and in many international markets, including the UK and America. Coverage highlights included over 133 mentions on Australian TV and the campaign reached over 15 million Australians in total. IKEA reported an 8% increase in store traffic over the Father’s Day weekend and is now exploring the feasibility of expanding the MANLAND concept internationally.

The Brief

Our goal was simple – make a trip to IKEA front of mind for Father’s Day weekend, by creating an initiative that would drive mass press coverage and ultimately increase visitation to IKEA stores. As the guardians of IKEA’s social media platforms, we turned to the community and researched what aspects of IKEA resonate most with their fan base. One of the hottest topics of conversation amongst IKEA fans is how wives, girlfriends and daughters can persuade men to agree to a trip to IKEA at the weekend. We felt this was a great insight on which to build our campaign.

Results

MANLAND was a huge hit with the media and consumers alike, generating mass exposure across Australia and in many international markets, and delivered against the ongoing PR objective to amplify IKEA’s brand personality. Coverage highlights included over 133 mentions on Australian TV including a feature story on Sunrise, the nation’s highest rating breakfast show. News.com.au, Australia’s most popular online news source achieved over 300,000 views of their video in 24 hours and went on to feature MANLAND in their top 25 most read and shared stories of 2011. 70 international outlets also covered MANLAND including The Guardian, The Sun, the Washington Post and the Huffington Post. IKEA saw an 8% spike in store traffic over the Father’s Day weekend. Due to the popularity surrounding the initiative and the insatiable media appetite for this story, IKEA is now scoping the roll-out of this campaign internationally over the next two years.

Execution

The MANLAND environment was researched and prepared, to ensure we had all the necessary visual cues to bring this to life for the media, whilst showcasing key items from the IKEA range. MANLAND was created as a temporary installation in the entrance foyer to the store. An IKEA spokesperson was briefed and media trained, to ensure she was fully prepared to conduct interviews and convey pre-determined key messages, all designed to motivate people to visit IKEA over the Father’s Day weekend. A photo-call announcement was sent to all major print and broadcast media, inviting journalists and news crews to attend the opening of MANLAND. As part of a comprehensive media relations strategy, a series of editorial exclusives were pre-negotiated to ensure depth of coverage. An electronic press kit, featuring photography, footage and background information was produced and circulated to media unable to attend.

The Situation

As a response to the global recession, IKEA had focused their communications on low prices, and as a result their brand health stagnated a little. So in 2011, we were asked to develop a 12-month strategy to remind Australians about IKEA’s quirky, outlandish and unique personality. We developed a calendar of campaigns to do this, featuring a range of initiatives, from announcing the launch of the HUNDSTOL doggie high chair on April Fool’s Day, to hosting the world’s first IKEA sleepover. As part of this 12-month strategy, we were tasked with doing something ‘uniquely IKEA’ for Father’s Day.

The Strategy

Our idea was to announce IKEA’s world first trial of MANLAND, a complementary in-store crèche specifically designed for men to relax in. The facility offered male guests a range of leisure facilities including arcade games and table football. A huge TV screen showed non-stop sports coverage and comfy sofas and armchairs were on hand for relaxing. We also provided an endless supply of IKEA hotdogs and meatballs. Wives and girlfriends could drop their man off on arrival and in exchange were given a buzzer, so they wouldn’t forget to collect him before they left.