Where Life Happens|APP|广告营销案例【ADGuider广告指南】

生活发生的地方

案例简介：概要宜家是瑞典最受欢迎的品牌之一，但多年来，市场渗透率有所下降。凭借巨大的产品范围，人们很容易认为宜家是人们的首选。但是成为通才有它的缺点。与专家相比，宜家无法在所有产品类别中进行足够的沟通。因为人们更喜欢品牌而不是产品。简介是创造一个概念，增加产品的喜好，并在所有产品类别中建立销售。结果除了国际成功 (2亿赢得了媒体影响力，125.000 在社交媒体上获得了积极份额) 之外，我们还设法提高了 23% 对产品的喜爱。我们增加了人们的看法，宜家的产品灵感来自生活 16%。“生活发生的地方” 给了产品更大的情感价值，并能够处理宜家的所有产品类别。执行为了给这个概念腾出空间，我们需要确保我们接触到尽可能多的人。我们希望每个人都知道宜家是生活发生的地方。这意味着为电视广告、在线视频、社交媒体、谷歌搜索、各种展示和印刷 (杂志和户外) 创造素材。每个频道都有自己的执行要求，但需要与其他单位完美协调 -- 以及真正的生活发生地点。相关性 2016 年，宜家在瑞典国内市场推出了一种新的沟通方式。“生活发生在哪里” 的概念在一个广泛的多平台活动中戏剧化了宜家在人们日常生活中真正存在的各个方面。每一种媒体都以独特的方式展示了生活本身是宜家在开发新产品时最大的灵感来源，这种新产品可以让人们的日常生活变得更加轻松。战略宜家的产品不会让你每天都遇到风暴。但是还有别的东西，它们是日常生活的一大部分，比大多数人意识到的要多。因此，如果我们提醒人们宜家的产品如何与生活中所有这些问题、情感和事件联系在一起，我们也将增加宜家产品的感知价值。活动描述我们推出了 “生活发生在哪里” 的概念，以表明宜家的产品可以帮助解决或改善各种日常情感问题。不管问题是什么。通过这场综合运动，我们做了一切事情，从在谷歌上重命名我们数百种产品，让人们脸上露出微笑，到展示远远超出你在广告中习惯看到的家庭情况。我们在瑞典市长新闻网站的新闻提要中制作了实时广告。由于大多数移动横幅广告是偶然点击的，我们创建了感知横幅，谦卑地询问人们是否真的想去宜家的网站，或者这是一个错误。我们证明了宜家是生活发生的地方，生活本身就是我们最大的灵感来源。

生活发生的地方

案例简介：Synopsis IKEA is one of Sweden’s most loved brands, but over the years the market penetration has decreased. With a huge product range it’s easy to think that IKEA is peoples´ first choice. But being a generalist has its downsides. IKEA can’t communicate enough (SoV) in all product categories, compared with specialists. Because of that people like the brand more than the products. The brief was to create a concept that increased the products´ liking and build sales in all product categories. Outcome On top of an international success (200 million in earned media reach and 125.000 positive shares on social media) we managed to raise the products’ liking with 23%. We increased people’s perception that IKEA’s products are inspired by life with 16%. ‘Where life happens’ gave the products a greater emotional value and were able to handle all IKEA´s product categories. Execution To make room for the concept we needed to make sure we reach as many people as possible. We want everyone to know that IKEA is where life happens. This means creating material for TV commercial, Online video, Social Media, Google search, Display of various kinds and print (both in magazines and outdoor). Every channel has their own requirements of execution but needs to be in perfect harmony with the rest of the units – and truly where life happens. Relevancy In 2016 IKEA launched a new communication approach on its home market of Sweden. The concept ‘Where Life Happens’ dramatizes various aspects of IKEA’s genuine presence in peoples’ everyday life in a broad multi-platform campaign. Each media used uniquely to show that life itself is IKEA biggest source of inspiration when developing new products that can make peoples everyday lives a little bit easier. Strategy IKEA’s products do not take you by storm on a daily basis. But there´s something else, they are a big part of the everyday life, more than most people realize. So if we remind people how IKEA´s products connect with all those questions, emotions and events that life consists of, we will also increase the perceived value of IKEA’s products. CampaignDescription We launched the concept 'Where life happens' to show that IKEA’s products can help solve or improve all kinds of emotional everyday problems. Whatever the problem might be. Through this integrated campaign, we did everything from putting a smile on people’s faces by renaming hundreds of our products on Google, to show family situations far beyond what you’re used to see in advertising. We created ads live in context with the news feed of Sweden’s mayor news site. And since most mobile banner ads are tapped accidentally we created perceptive banners that humbly asked people if they really wanted to go to IKEA’s website or if it was a mistake. We proved that IKEA is where life happens and that it’s life in itself that is our biggest source of inspiration.