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好日子从哪里开始
案例简介：执行 该活动是通过互动电影发起的，通过宜家主页上的横幅广告推动流量。然后我们拿出一个 “兔子洞”，和电影预告片一起作为网络电视广告推出。几个在线报纸发布了带有故事场景的横幅广告，并明确呼吁采取行动。这部电影的一个版本是为 youtube 量身定制的，让观众体验数字体验。活动开始时，我们开始在社交媒体上传播电影内容，重点是相关产品。目前，我们正在实施新的兔子洞，让观众发现。 结果 在几周内，我们注册了 100.000 多个独特的用户 (人口 500万)。床和浴室的总销售额增加了 12%。这是一个相当引人注目的数字，因为宜家是挪威家具零售的市场领导者，占有 46% 的份额。将他们再推 12% 意味着这场运动已经实现了它的目标，即在挪威将床和浴室置于思维和钱包的首位。商店访问量增加了创纪录的突破 7%。对宜家主页的访问增加了 36%，对床和浴室部门页面的访问增加了 54%。 战略 宜家希望从他们的床和浴室系列中销售更多的产品。但是这些房间在人们的优先考虑名单上很低。我们更喜欢投资客厅和厨房，因为它们更显眼，更社交。为了让人们在卧室和浴室上花更多的钱，我们决定让这些房间在人们的家庭和思想中更加重要。该解决方案是宜家床和浴室目录的交互式版本。电影、灵感和网络商店的混合物。故事讲述了一个斯堪的纳维亚家庭和他们的晨练。它向我们展示了一个家庭一天中最温暖的时刻发生在床上和浴室。额外的内容层允许观众偏离主要的故事情节。在电影期间的任何时候，你都可以根据你停下来的时刻深入产品系列。您还可以突出显示并购买该系列的所有产品。
好日子从哪里开始
案例简介：Execution The campaign was launched with the interactive film, driving traffic via banner ads on IKEA´s homepage. Then we took out one single "rabbit hole", and launched it as a web-tv commercial along with film trailers. Banner ads with scenes from the story, and a clear call to action, was launched on several online newspapers. A version of the film was tailored for youtube, taking viewers to the digital experience. When the campaign was up and running, we started spreading content from the film in social media, focusing on relevant products. Currently, we´re implementing new rabbit holes for viewers to discover. Outcome Within a few weeks, we registered over 100.000 unique users (population of 5 million). Total bed- and bathroom sales had increased by 12%. That is a quite remarkable figure, since IKEA is the market leader in furniture retail in Norway, with a share of 46%. Pushing them another 12% means that this campaign had already achieved its goal of bringing bed- and bathroom more top of both mind and wallet in Norway. Store visits had increased by a record breaking 7%. Visits to Ikea’s homepage increased by 36% and visits to the bed- and bathroom department page increased by 54%. Strategy IKEA wanted to sell more products from their bed&bathroom range. But these rooms are low on people´s priority list. We prefer to invest in living rooms and kitchens, because they´re more visible and social.To make people spend more money on bedrooms and bathrooms, we decided to make these rooms more important in people´s homes and minds.The solution is an interactive version of IKEA´s bed and bathroom catalogue. A mixture of film, inspiration and webshop.The story stars a Scandinavian family and their morning routines. It shows us that some of the warmest moments in a family´s day takes place in the bed and bathroom. Extra layers of content allow viewers to divert from the main storyline. At any point during the film you can dive into the product range, based on the moment where you stop. You can also highlight and buy all the products from the range.
Where Good Days Start
案例简介：执行 该活动是通过互动电影发起的，通过宜家主页上的横幅广告推动流量。然后我们拿出一个 “兔子洞”，和电影预告片一起作为网络电视广告推出。几个在线报纸发布了带有故事场景的横幅广告，并明确呼吁采取行动。这部电影的一个版本是为 youtube 量身定制的，让观众体验数字体验。活动开始时，我们开始在社交媒体上传播电影内容，重点是相关产品。目前，我们正在实施新的兔子洞，让观众发现。 结果 在几周内，我们注册了 100.000 多个独特的用户 (人口 500万)。床和浴室的总销售额增加了 12%。这是一个相当引人注目的数字，因为宜家是挪威家具零售的市场领导者，占有 46% 的份额。将他们再推 12% 意味着这场运动已经实现了它的目标，即在挪威将床和浴室置于思维和钱包的首位。商店访问量增加了创纪录的突破 7%。对宜家主页的访问增加了 36%，对床和浴室部门页面的访问增加了 54%。 战略 宜家希望从他们的床和浴室系列中销售更多的产品。但是这些房间在人们的优先考虑名单上很低。我们更喜欢投资客厅和厨房，因为它们更显眼，更社交。为了让人们在卧室和浴室上花更多的钱，我们决定让这些房间在人们的家庭和思想中更加重要。该解决方案是宜家床和浴室目录的交互式版本。电影、灵感和网络商店的混合物。故事讲述了一个斯堪的纳维亚家庭和他们的晨练。它向我们展示了一个家庭一天中最温暖的时刻发生在床上和浴室。额外的内容层允许观众偏离主要的故事情节。在电影期间的任何时候，你都可以根据你停下来的时刻深入产品系列。您还可以突出显示并购买该系列的所有产品。
Where Good Days Start
案例简介：Execution The campaign was launched with the interactive film, driving traffic via banner ads on IKEA´s homepage. Then we took out one single "rabbit hole", and launched it as a web-tv commercial along with film trailers. Banner ads with scenes from the story, and a clear call to action, was launched on several online newspapers. A version of the film was tailored for youtube, taking viewers to the digital experience. When the campaign was up and running, we started spreading content from the film in social media, focusing on relevant products. Currently, we´re implementing new rabbit holes for viewers to discover. Outcome Within a few weeks, we registered over 100.000 unique users (population of 5 million). Total bed- and bathroom sales had increased by 12%. That is a quite remarkable figure, since IKEA is the market leader in furniture retail in Norway, with a share of 46%. Pushing them another 12% means that this campaign had already achieved its goal of bringing bed- and bathroom more top of both mind and wallet in Norway. Store visits had increased by a record breaking 7%. Visits to Ikea’s homepage increased by 36% and visits to the bed- and bathroom department page increased by 54%. Strategy IKEA wanted to sell more products from their bed&bathroom range. But these rooms are low on people´s priority list. We prefer to invest in living rooms and kitchens, because they´re more visible and social.To make people spend more money on bedrooms and bathrooms, we decided to make these rooms more important in people´s homes and minds.The solution is an interactive version of IKEA´s bed and bathroom catalogue. A mixture of film, inspiration and webshop.The story stars a Scandinavian family and their morning routines. It shows us that some of the warmest moments in a family´s day takes place in the bed and bathroom. Extra layers of content allow viewers to divert from the main storyline. At any point during the film you can dive into the product range, based on the moment where you stop. You can also highlight and buy all the products from the range.
好日子从哪里开始
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Where Good Days Start
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