CASSIES Bronze: Ikea brings it home

A refocus on home being where the heart is revives sales.
IKEA

BRONZE: Off to a Good Start 

Situation Analysis Despite being one of the world’s most iconic brands, Ikea faced flattening brand awareness, decreasing product range awareness, negative visitor development and increasing competition from stores like Home Depot, Rona, Canadian Tire, Walmart and The Bay. The top three competitors averaged 234 stores each, compared with Ikea’s 11, and spent up to three times more advertising dollars. Something had to be done.

Strategy & Insight The first step was an anthropological journey, where research participants built a relationship with each room in their house as if it were a real person. This uncovered an example of the law of unintended consequences – namely that Ikea’s long-term emphasis on style and price had weakened its reputation for quality. Ikea needed to stand for style with substance – anchored by the idea that the home is the most important place on earth.

Execution The campaign launched in August 2011 with a 60-second anthem, and a new tagline – “Long Live the Home.” This was followed by multimedia efforts for individual rooms of the house, based on the insights uncovered during the anthropological exercise. Media included 60-, 30- and 15-second TV spots, 30-second radio and remotes, OOH, events, magazines, newspaper, direct marketing, digital pre-roll, social media, search and the Ikea catalogue.

Results In the six months since launch, same-store traffic is close to double the objective, and sales have hit their target. This is amid declining consumer confidence, higher consumer debt and incomes that lagged the cost of living.

Cause & Effect Ikea has the second lowest share-of-voice in its competitive set, yet advertising had broken through. Aided awareness and brand consideration were now in the number one position. As for spending, pricing, distribution, product and sales promotion, these remained at normal levels.

Credits:

Client: Ikea
Deputy marketing manager: Hilary Lloyd
Connection planning director, Jungle Media: Brooke Leland
Media buying supervisor, Jungle Media: Krystal Seymour
Production company: Soft Citizen, Suneeva
Director: Arni Thor Jonsson, Mike Long
Director of photography: Martin Hill, Chris Mably, Eric Tremi
Editor, Panic & Bob: Michelle Czukar, David Findlay
Editor, Poster Boy: Brian Williams, Mitch Finn
Music: Eggplant
Agency: Leo Burnett, Toronto
CCO: Judy John
CDs: Judy John, Lisa Greenberg
Group CDs: David Federico, Morgan Kurchak
Digital ACD: Ian Kay
Copywriters: Morgan Kurchak, Stephen Stahl, Marcus Sagar, Matt Williamson, Andrew Caie, Marty Hoefkes
ADs: David Federico, Mike Cook, Noreel Asuro, Monique Kelley, Noel Fenn, Mike Morelli
Digital copywriter: Len Preskow
Digital ADs: Sean Perkins, Trevor Bell, Ian Kay
Designers: David Federico, Lisa Greenberg
Photographers: Arash Moallemi, Stacey Brandford
Art buyer: Leila Courey
Broadcast producer: Franca Piacente, Melanie Palmer
Print producer: Anne Peck, David Eades
Director, creative technology: Felix Wardene
Developer: David Freedman
Group account director: David Kennedy
Digital account director: Joseph Meyers
Account director: Jennifer Kelly, Natasha Dagenais
Account supervisor: Kirk Round, Danielle Iozzo
Account executive: Kristin Meier, Allison Tang
Planner: Brent Nelsen, Dustin Rideout
Social media planner: Heather Morrison
Digital project manager: Thomas Degez
Project manager: Lyndsay Cattermole