Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: IKEA
Product/Service: IKEA CATALOGUE
Agency: K2 INTERNET
Account Director: Krystyna Sakowicz (K2 Internet)
Senior Creative/Copywriter: Lukasz Szczybelski (K2 Internet)
Account Manager: Sylwia Szczerbetka-Szewel (K2 Internet)
Video Producer: Pawel Milkowski (K2 Motion)
Media placement: Facebook - Facebook - 22 August 2011
Describe the objective of the promotion.
Promote the new IKEA catalog dedicated small interior space.
Its headline: Small is beautiful - clever ideas count.
Describe how the promotion developed from concept to implementation.
Small spaces need a lot of improvisation.
That’s why we built the apartment at the Central Railway Station in Warsaw and invite an improvisational theater.
Explain why the method of promotion was most relevant to the product or service.
The Warsaw's Central Railway Station it's neither small nor beautiful. Perfect place for the catalogue's promo activity. If the catalogue is about small flats, let's make one at the station. And if such studio flats need a lot of improvisation, let's invite an improvisational theater to act it out. Actors were pretending to be the flat's inhabitants and they have shown ideas for small space living.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Results for client
Almost 5000 new fans on the fanpage.
Over 53 000 weekly active users.
Over 1 400 post feedback.
Over 1 400 000 post views.
Almost 25 000 total streams.
6 000 total unique viewers.
Results for consumer
The most important thing in the event: smile and the joy of the participants.