IKEA HAPPY TRANSIT

TitleIKEA HAPPY TRANSIT
BrandIKEA
Product / ServiceTACHIKAWA NEW STORE LAUNCH
CategoryA03. Ambient media: large scale
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Entrant Company TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency TBWA\HAKUHODO Tokyo, JAPAN
Production Company TOW Tokyo, JAPAN

Credits

Name Company Position
Takayuki Niizawa TBWA/HAKUHODO Creative Director
Tetsuya Toyoda TBWA/HAKUHODO Creative Director
Katsuhiro Shimizu TBWA/HAKUHODO Art Director
Chino Yamaguchi TBWA/HAKUHODO Copywriter
Shun Akeda TBWA/HAKUHODO Copywriter
Yoshitaka Kobayashi TBWA/HAKUHODO Promotion Planner
Masashi Matsukura TBWA/HAKUHODO Digital Planner
Gary Klugman TBWA/HAKUHODO Senior Strategic Planner
Takuro Amada TBWA/HAKUHODO Strategic Planner
Yuko Kawamura TBWA/HAKUHODO Group Account Director
Toshihiro Yoshii TBWA/HAKUHODO Senior Account Director
Sayaka Ono TBWA/HAKUHODO Account Supervisor
Isao Ishii TBWA/HAKUHODO Account Supervisor
Azusa Asagai TBWA/HAKUHODO Account Executive
Chihiro Matsuyama TBWA/HAKUHODO Media Account Director
Kentaro Kinoshita Monster Production Producer
Takumi Koyama Vroom Inc. Director
Ryosuke Fujimoto Vroom Inc. Animation Designer
Masato Midorikawa TBWA/HAKUHODO Agency Producer
Petros Petros Music

The Brief

Every time an IKEA store launches in Japan, huge traffic jam (called "IKEA traffic") causes a huge public concern. Especially the new store in Tokyo, the neighborhood residents are so worried about this issue that people started "Anti-IKEA" protest movement.

Creative Execution

By furnishing the train and street together, people began to like IKEA and IKEA's furniture, and more importantly, people began to understand that they can use train to go to IKEA, not by car. What we did was just providing our furnitures, which eventually become a great direct advertisement in the train and street.

Describe the creative solution to the brief/objective.

Our disruptive idea was to use people who gathered to join "Anti-IKEA" campaign, as OUR partner. We offered them a chance to furnish their own town with IKEA's furnitures for free! We encouraged them to furnish the local train for more comfortable commute, and dress up together the local street that connects train station to IKEA store.

Results

-New IKEA store visitation within the first 4weeks 562,466 - 130% more than our Target -Traffic congestion rate: 50% of customers come to the IKEA by train. (usually 10-20% ) -IKEA Happy Train : 51,000 tweets in 2weeks -TV exposures:26 TV program -Newspapers:80 Articles (Total AEV:1,743,504,667) -Web : 212 Articles (AEV: 165,720,912 JPY )