Brand Experience and Activation > Use of Promo & Activation

IKEA SUKIMA GALLERY

TBWA\HAKUHODO, Tokyo / IKEA / 2013

CampaignCampaignLayout(opens in a new tab)
Case Film
Presentation Image
1 of 0 items

Overview

Credits

Overview

ClientBriefOrObjective

Japanese homes are really quite small and many have weird shapes. Most people are unable to see the potential for making comfortable or enjoyable spaces in their homes.

Our goal was to raise and cultivate interest in home furnishings and show that IKEA has solutions for small space living by demonstrating the audience that any space can be transformed into a nice and cozy yet convenient living environment.

Implementation

SUKIMA GALLERY – an outdoor gallery of interior installations in “SUKIMA” – small, narrow spaces between buildings. The installations demonstrated 'the best way to utilize space' with a smart ideas in a relevant manner. It enhanced the presence of IKEA in a unique and fun way especially among young families and singles that live in small homes and who frequent the area, giving them a chance to touch and feel IKEA products.

A campaign website introduced the gallery broadly and featured a promotion to give away each SUKIMA furniture set to an audience chosen from those who clicked the Like! button.

Outcome

>Over 100,000 people visited the outdoor gallery street. The campaign website captured 188,000 PV, with thousands of 'likes!' in one week.

>According to a survey conducted by IKEA Japan right after the campaign, brand awareness scored much higher than a competitor brand with 4 times greater annual media investment.

>Attracted 22% more visitors to the store compared to the same period a year earlier.

>Great amount of media coverage, all accomplished with zero spend in media – even the SUKIMA spaces in the streets were free!

Relevancy

Our idea could powerfully demonstrate 'more effective use of space' inspiration to motivate home furnishing interest for Japanese consumers by fully utilizing IKEA’s product with ideas, showing both functional and emotional benefits in a relevant way and at familiar street for the audience.

More Entries from Best Use of Guerilla Marketing in a Promotional Campaign in Brand Experience and Activation

24 items

Grand Prix Cannes Lions
IMMORTAL FANS

Best Integrated Campaign Led by Promotion and Activation

IMMORTAL FANS

SPORT CLUB RECIFE, OGILVY BRASIL

(opens in a new tab)

More Entries from TBWA\HAKUHODO

24 items

Gold Cannes Lions
TRUE WETSUITS

Luxury goods, Fashion & Beauty

TRUE WETSUITS

QUIKSILVER, TBWA\HAKUHODO

(opens in a new tab)