Title | IKEA HAPPY TRANSIT |
Brand | IKEA |
Product / Service | TACHIKAWA NEW STORE LAUNCH |
Category | A03. Ambient media: large scale |
Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
Entrant Company | TBWA\HAKUHODO Tokyo, JAPAN |
Advertising Agency | TBWA\HAKUHODO Tokyo, JAPAN |
Production Company | TOW Tokyo, JAPAN |
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 |
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.
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.
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.
-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 )