IKEA: MANLAND

TitleIKEA: MANLAND
BrandIKEA AUSTRALIA
Product / ServiceCRECHE FOR MEN
CategoryB02. Consumer Products
EntrantONE GREEN BEAN Sydney, AUSTRALIA
Entrant Company:ONE GREEN BEAN Sydney, AUSTRALIA
Sales Promotion/Advertising Agency:ONE GREEN BEAN Sydney, AUSTRALIA

Credits

Name Company Position
Kat Thomas One Green Bean Managing Director
Lauren Bailey One Green Bean Senior Account Director
Lizzie Culverhouse One Green Bean Senior Account Manager
Lucinda Cole One Green Bean Senior Account Executive
Lloyd Major One Green Bean Senior Event Producer
Renee Kiely One Green Bean Social Media Manager
Sally Heydon One Green Bean Account Coordinator

The Brief

In response to the global recession, IKEA focused its 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 creates a calendar of promotions to do this featuring a range of initiatives, from announcing thelaunch 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.

Describe how the promotion developed from concept to implementation

One of the hottest conversation topics amongst online IKEA fans is how wives, girlfriends and daughters can persuade men to agree to a trip to IKEA at the weekend. Our idea was to announce and deliver IKEA’s world first trial of MANLAND, a complementary in-store crèche specifically designed for men to relax in. The facility offered a range of leisure facilities including arcade games and table football. A huge TV screen showed non-stop sports coverage and comfy sofas were on hand for relaxing. We also provided an endless supply of IKEA hotdogs and meatballs.

Describe the success of the promotion with both client and consumer including some quantifiable results

MANLAND was a huge hit with the media and consumers alike, generating mass exposure across Australia and in many international markets. 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. Earned media was valued in excess of 1.2 million dollars. IKEA saw an 8% spike in store traffic over the Father’s Day weekend. Due to the popularity surrounding the initiative, IKEA is now scoping the roll-out of this campaign internationally.

Explain why the method of promotion was most relevant to the product or service

Having been tasked with doing something ‘uniquely IKEA’ for Father’s Day as a way to remind Australians about the brand’s quirky personality and to inject some fun into their communications, we knew we had to deliver an initiative with the potential to generate significant earned media. Our goal was simple – make a trip to IKEA front of mind for Father’s Day weekend, by creating an initiative that would drive press coverage and ultimately increase visitation to IKEA stores. We needed to ensure that whatever we executed had a high level of social currency, above and beyond traditional editorial currency.