Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: IKEA
Product/Service: IKEA SMALL SPACE STORAGE SOLUTIONS CATALOGUE 2012
Agency: E:MG
Executive Director: Tarmogina Tatiana (E:MG)
Event Manager: Lisitsin Valentin (E:MG)
Client Service Director: Kondeeva Svetlana (E:MG)
NBD Director of Events: Arzamascheva Alena (E:MG)
Head Of The Project's Realisation Department: Semenova Maria (E:MG)
General Director: Lisov Vitaliy (E:MG)
Head Of The Project's Realisation Department, Moscow: Kopisova Natalia (E:MG)
Chief Creative Officer: Melnikov Anton (E:MG)
Media placement: Web Site - Internet - 10 August 2011
Media placement: Gigantic Live Catalogue - In The City Center - 25 August 2011
Media placement: Interactive istallations - In The City Center - 25 August 2011
Describe the objective of the promotion.
Challenge was to launch the IKEA small space storage solutions catalogue 2012. The problem of small living spaces is relevant to the majority of Russians. IKEA offers small space storage solutions.
Describe how the promotion developed from concept to implementation.
Why keep a useless old thing? Because it always has a story behind it. Evgeny Grishkovets, a famous writer, actor and frontman tells stories of his ‘thingternal’ values. You got a thingternal-story to tell? Store it online on a special site. Be the best and see your precious old thing offline in a gigantic live catalogue in the city centre. Along with dozens of different activities in 4 installations built to demonstrate IKEA’s small space storage solutions. Modelled on a typical household most Russians live in, all rooms were also seen live on the web site.
Explain why the method of promotion was most relevant to the product or service.
1. The problem of small living spaces is relevant to the majority of Russians. IKEA offers small space storage solutions. We used Evgeny Grishkovets for his sincerity: every spoken word from this man is a piece of life, it is impossible not to listen.
2. The history of the favourite things told by representatives of the target audience, became part of the IKEA interactive catalogue.
3. Using the newest technologies allowed us to make the event fully interactive.
4. In the framework of the project we created a unique art-object.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Results: The most massive event for IKEA in Russia: around 150,000 visitors, More than 4,000 CDs with exclusive content by Evgeny Grishkovetz and IKEA storage solutions were distributed. More than 200 free publications. More than 300,000 unique site visitors.