Ikea. It’s That Affordable.|短视频|广告营销案例【ADGuider广告指南】

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宜家。就是这么实惠。

案例简介：战略宜家的目标受众非常广泛，但他们的共同点是: 他们都在以可承受的价格寻找出色的设计。但是，当观众习惯于降低价格时，有时他们会忘记自己手中的交易有多好。因此，在有限的预算和深刻的洞察力下，我们决定提醒公众，宜家的特价商品是生活中最便宜的商品之一。而且，只有在宜家，他们才能获得美丽的斯堪的纳维亚设计，只需少量邮票，几个比萨饼或几杯咖啡即可。活动描述你有没有想过你每周花多少钱在咖啡上？宜家有。为了促进宜家的特价销售，我们提出了一项活动，提醒人们，美丽的斯堪的纳维亚设计与日常生活中最便宜的东西一样实惠。因此，我们改变了家具的价值，并将宜家的产品置于其中。代替金钱，我们使用咖啡，牙膏，汽水罐，邮票，披萨盒和明信片作为视觉上引人注目的新货币。一个简单的改变改变了人们的看法。让他们以一种全新的方式看到宜家的负担能力。结果该活动帮助锚定了宜家的可负担性价值，而没有尖叫。这就是宜家: 简单而聪明。通过将生活中最便宜的东西定义为货币，宜家改变了人们对其报价的看法，使消费者质疑其支出。结果显示: 与去年同期相比，销售额猛增21、4%，成为该品牌抵达沙特阿拉伯以来最成功的特价促销; 该品牌在线商店的流量增加了93、2%，用户花费了15分钟。超过宜家网站的平均浏览时间。随之而来的是在线销售，与几个月没有特别优惠相比翻了一番。这对沙特阿拉伯的宜家来说是一件大事，对其客户来说更是一件大事。执行宜家完全是现代和标志性的设计，为了直观地表达其承受能力，该机构必须找到具有标志性的东西。因此，我们对我们花很少的钱购买的所有普通物品进行了广泛的研究，以提醒宜家的观众他们为出色的斯堪的纳维亚设计付出了很少的代价。杯咖啡，邮票，牙膏，汽水罐，所有这些都具有非常独特的形状，可以作为我们想法的完美画布: 表明宜家的特价商品与我们日常生活中最便宜的商品一样实惠。因此，我们仍然忠实于宜家的声音和品牌形象，我们将咖啡，牙膏，汽水罐，邮票，披萨盒和明信片等廉价商品转变为货币。这重新定义了宜家的特价商品价格，并改变了人们对我们家具价值的看法。概要宜家以其低成本美丽的斯堪的纳维亚设计而闻名于世。但是人们有时会忘记它的成本有多低。因此，宜家要求该机构发起一场运动，以提高其特价商品的销售，并证明这一点: 如何说服公众已经被认为很低的价格变得更好？他们想要一个简单、视觉上引人注目的、足够灵活的活动，可以用于几个不同的接触点; 一些可以以全新的方式将设计和负担能力融合在一起的东西。该活动接管了宜家商店及其全国附近地区; 出现在全国出版物上; 并使用了巧妙的经济高效的直接邮件格式和激活方式。该活动以各种形状和尺寸栩栩如生，为宜家沙特阿拉伯的交流增添了新鲜感，创造了独特和标志性的外观，但很容易识别为该品牌DNA的一部分。

宜家。就是这么实惠。

案例简介：Strategy IKEA’s target audience is very broad but one thing they have in common is: they all search for great design at affordable prices. But when the audience gets used to lower prices, sometimes they forget just how good of a deal they have in their hands. So with a limited budget and a big insight, we decided to remind the public that IKEA’s special offers are amongst the least expensive things in life. And only in IKEA they get beautiful Scandinavian design for as little as a handful of stamps, a couple of pizzas or a few cups of coffee. Campaign Description Have you ever thought about how much you spend on Coffee every week? IKEA has. And to promote IKEA’s special offers sales we came up with a campaign that reminds people that beautiful Scandinavian design is as affordable as the least expensive things in their daily lives. So we changed the value of furniture and put IKEA’s products right amongst those things. Instead of money, we used coffees, toothpastes, soda cans, stamps, pizza boxes and postcards as a visually striking new currency. A simple change that changed people’s perceptions. And made them see IKEA’s affordability in a whole new way. Outcome The campaign helped anchor IKEA’s affordability value, without screaming it. That’s what IKEA is: simple and smart. By defining the least expensive things in life as a currency, IKEA changed the way people perceived its offers, making the consumers question their spendings. And that showed in the results: sales soared 21,4% compared to the same period last year, making it the most successful special offers promo since the brand’s arrival in Saudi Arabia; traffic on the brand’s online store increased 93,2% and users spent 15min. more than the average browsing time on IKEA’s website. And online sales followed, doubling compared to no special offers months. It was a big deal for IKEA in Saudi Arabia and even bigger one for its customers. Execution IKEA is all about modern and iconic design and, to visually express its affordability, the agency had to find something as iconic. So we did an extensive research of all the ordinary things we buy for little money to remind IKEA’s audience just how little they pay for great Scandinavian design. Cups of coffee, stamps, toothpastes, soda cans, all of those have very distinct shapes and would serve as the perfect canvas for our idea: show that IKEA’s special offers are as affordable as the least expensive things in our everyday lives. So, still being faithful to IKEA’s tone of voice and brand identity, we transformed inexpensive things like coffees, toothpastes, soda cans, stamps, pizza boxes and postcards into a currency. This re-defined IKEA’s special offers’ prices and changed the way people perceive our furniture’s value. Synopsis IKEA is known world over for its low-cost beautiful Scandinavian designs. But people sometimes forget just how low-cost it is. So IKEA asked the agency to create a campaign to boost sales of its special offers with a point to prove: How to convince the general public that prices already perceived as low got even better? They wanted a campaign that was simple, visually striking and flexible enough to be used in several different touch points; something that could blend together design and affordability in a fresh new way. The campaign took over IKEA stores and its vicinities countrywide; appeared on nationwide publications; and used clever cost-efficient direct mail formats and activations. Brought to life in a range of shapes and sizes, the campaign added freshness to IKEA Saudi Arabia’s communication, creating a unique and iconic look, yet easily recognizable as a part of the brand’s DNA.