1. IKEA
Frequent Visitor
Acquisition Campaign
Master in Visual and Digital Media
IE Business School
2017

2. 01 WHO WE ARE
THE CLIENT BRIEF
CLIENT CHALLENGES
THE CAMPAIGN
02
03
06
04
05 CUSTOMER JOURNEY
BRIEF IN SUM

3. Alexandra
Web Content
We Are POCO. A Full-Service Communication
Agency Providing Integrated Digital Solutions
Astrid
Marketing
Eric-Azad
Planning
Franziska
Account Service
Rossana
Design
Soyoung
Digital Strategy

4. THE CLIENT
BRIEF

5. IKEA is…
The world’s largest furniture retailer
Operating in 411 stores in 49 countries
Known for continuous product development
Offering a range of over 12.000 products
Releasing 600 new products every year
Able to steadily lower prices due to strict cost control

6. CLIENT
CHALLENGES

7. The Challenges IKEA Faces
Consumers perceive
IKEA as repetitive and
have the impression that
products do not
change over time.

8. The Challenges IKEA Faces
Stores are located far
outside the city
center, keeping people
from visiting them
without a need to buy

9. The Target Audience
Customer stop buying
IKEA products for
themselves after the
age of 34.

11. The Target Audience
But: They still buy
furniture for they’re
children!
Thus: Target group split
into youth (age 20 – 34)
who buy furniture
themselves and parents
(age 35 – 55) who buy
furniture for their children.

12. Communication Objective is to
Change Consumer Perception
I will only go to the
IKEA store if I have
to, because if I don’t
go frequently I won’t
miss anything.
Current Do
IKEA is as a brand
that is always the
same and doesn’t
change its products
Current Belief
In IKEA there’s always
something new. If you
come to one of our stores
you won’t be bored or
disappointed as each visit
is a unique experience.
Customer Proposition
I believe, IKEA
products change
frequently and there
is always something
new in the store.
Desired Belief
I go to IKEA
frequently, because I
enjoy the experience
and always discover
something new.
Desired Do

13. THE CAMPAIGN

14. One year-long
transmedia campaign
with two objectives:
§ Change brand
perception
§ Mobilize customers
to increase frequency
of visits
3
5

15. THE BIG IDEA

16. It’s a new dawn
It’s a new day
It’s a new IKEA.

17. Change Brand
Perception

18. OOH Campaign
Real time temperature and the IKEA product related
to weather.
Different product displayed every day.
Placements: high foot traffic areas in Barcelona,
Bilbao, Gijón Madrid, Malaga, Murcia,
Seville, and Zaragoza

20. OOH Campaign Reference
Bonds - Australia
OOH campaign with seven-story-high weather billboard
in downtown Melbourne, on which the lads reacted in
real time to cold, warmth and wind.

21. Collaboration with Rodilla cafés, changing the interior
design everyday for one week with IKEA furniture
Incentivize consumers to come back every day – offer
increasing coffee discount on coffee for consecutive
days.
Create video campaign based on this Rodilla x IKEA
Café to be utilized on online media.
Physical Awareness
Campaign

23. Browser extension for Chrome and Safari showing
original IKEA dashboard, rather than new tab
Each day, the page changes and shows beautiful sights of
Sweden
Page also includes campaign tagline and IKEA product.
Promotion of extension on IKEA website as well as
Facebook ads
Digital Awareness
Campaign

24. 7:06
Good evening, Ana.
What is your main focus for today?
It’s a new dawn, it’s a new day, it’s a new IKEA.

25. 7:06
Good evening, Ana.
What is your main focus for today?
It’s a new dawn, it’s a new day, it’s a new IKEA.
May we suggest…
Study for copywriting exam

26. Momentum as Campaign Reference

27. Calendar for special occasions, such as the Advent
calendar.
Filled with furniture chocolate.
Seasonal Awareness
Campaign

28. Mobilize customers to
increase frequency of visits

29. Leverage release of Fifty Shades Freed, a sequence of
Fifty Shades of Grey, on Feb 10, 2018.
Collaborate with movie and launch a campaign video ,
depicting two people having sex on different furniture
everyday.
Those who buy furniture at the physical store during
January are entered into a random draw to win free
tickets to the premiere of the movie - 200 tickets.
Special Event Activation
Campaign

30. WHICH
FURNITURE
TODAY?
It’s a new dawn
It’s a new day
It’s a new

31. Collaboration with Cabify.
If customer take Cabify to go to an IKEA store, they will
get that transportation price off the purchase at
IKEA.
Physical Activation
Campaign
Example: Ride costs
20€, customer show
receipt at IKEA cash
register to get 20€ off
the total price.

32. CUSTOMER
JOURNEY

33. AWARENSS
INTEREST/
CONSIDERATION
EXPERIENCE
AQUISITON/
PURCHASE
“There are new
products at IKEA
everyday!”
“I wonder what’s
new at IKEA
today?”
“This is interesting!
IKEA is part of our
daily life!”
“I’m going to
IKEA today!”

34. TOUCHPOINT
OOH Ad & PR Owned Media & Ad Event IKEA Store
“There are new
products at IKEA
everyday!”
“I wonder what’s
new at IKEA
today?”
“This is interesting!
IKEA is part of our
daily life!”
“I’m going to
IKEA today!”
AWARENSS
INTEREST/
CONSIDERATION
EXPERIENCE
AQUISITON/
PURCHASE

35. Digital
Billboard
& Special
Calendar
Chrome/
Safari
Extension
Rodilla Café
Fifty Shades
& Cabify
“There are new
products at IKEA
everyday!”
“I wonder what’s
new at IKEA
today?”
“This is interesting!
IKEA is part of our
daily life!”
“I’m going to
IKEA today!”
OOH Ad & PR Owned Media & Ad Event IKEA Store
AWARENSS
INTEREST/
CONSIDERATION
EXPERIENCE
AQUISITON/
PURCHASE

36. “There are new
products at IKEA
everyday!”
“I wonder what’s
new at IKEA
today?”
“This is interesting!
IKEA is part of our
daily life!”
“I’m going to
IKEA today!”
OOH Ad & PR Owned Media & Ad Event IKEA Store
AWARENSS
INTEREST/
CONSIDERATION
EXPERIENCE
AQUISITON/
PURCHASE
Digital
Billboard
& Special
Calendar
Chrome/
Safari
Extension
Rodilla Café
Fifty Shades
& Cabify

37. TOUCHPOINT
JAN-MAR APR-JUN JUL-SEP OCT-DEC

38. BRIEF IN SUM

39. GET
WHO
TO
BY
Spanish people from ages 20 to 55
currently believe IKEA products to
always be the same
visit IKEA stores more frequently
changing their perception of the
brand and mobilizing them.

40. Less is More