Results and Effectiveness

It was a success! Not only did we manage to increase eyeballs and garner high participation; also have over-achieved both footfall and sales business goals a) Online campaign achieved CTR of 0.40% while average view rate for the two videos at 11%; the best performance video placement were Airwave mobile and YouTube with highest view rate of 26.2% & 19.3% b) Overwhelming response with almost 800 entries, over 500% above benchmark c) Footfall saw a spike with over +10% and +20% at Tampines and Alexandra stores d) Saw double digit uplifts in sales for both stores

Creative Execution

1.“Content” - Digital plays an important role in driving web films to stimulate purchase intent and consideration. Featured “Frank” and “Michele” Videos to demonstrate how Ikea helps to organize the MESS wardrobe of Cosplayer and Parent with Kids. with digital banners showcased IKEA Bedroom wardrobe and storage organization and drove traffic to client website 2.“Contest” - “My Dream Bedroom” contest created buzz with on-ground activation to drive footfall to the stores.First time IKEA collaborated with Straits Times Life! to run a “My Dream Bedroom” contest – two bedroom makeovers worth $30,000 were up for readers to grab.Strong PR coverage after the contest. With a series of Print ads in dailes and magazine to showcased IKEA Bedroom smart solution and idea 3.“Create Noise” - Leverage on popularity of KISS 92 DJs shouted out the bedroom makeover contest on radio through registration commercial, open talk while live broadcast drove footfall

Insights, Strategy and the Idea

Insights : Think about furnishing solutions and Ikea comes to mind. However, consumers still turn to local contractors to produce “Ikea-inspired” designs especially for built-in wardrobe. We needed to strengthen our foothold in this category and drive footfall and purchase conversions. Idea : Give IKEA bedroom a “reason to believe” – Singaporean perpetually need to organize their bedroom, hence to reinforce IKEA dominant position in clothes organization by emphasizing on its smart solution that they have in PAX wardrobe & KOMPLEMENT interior fittings. Show smart, customizable interior solutions that fit the customers’ everyday needs and value for money Strategy : Developed a holistic media plan by using 3C’s communication strategy 1.“Content” led strategy showing real-life problems 2.“Contest” to win the ultimate IKEA bedroom organize solution 3.“Create” noise around IKEA bedroom with a USP of “organization”