THISABLES|海报/平面|广告营销案例【ADGuider广告指南】

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案例简介：为什么这项工作与直接相关？这种情况是直接的: 识别受众，深入理解他们，并有针对性地传达信息以引起直接响应，从而推动业务成果。但是这个想法远远超出了一场运动: 我们利用我们的理解来构建一套产品，以满足我们的运动障碍者受众的日常需求，按需制造，响应他们的兴趣。我们明白，虽然直接营销的规则是把人挑出来，但这些观众真正想要的是像其他人一样成为宜家的一部分。背景世界上十分之一的人患有严重的运动残疾。那些是十分之一的人，他们不仅为在外面正常生活而奋斗，而且还为最基本的家庭活动而奋斗。十分之一的人在我们认为理所当然的日常生活中挣扎: 打开灯，打开壁橱或从沙发上站起来。不幸的是，宜家的沙发也是如此。每10个人中就有1个人为特殊需要的家具支付了两倍的价格，这在设计上是丑陋的，这提醒人们他们与其他所有人都不一样。因此，如果宜家的使命是 “为尽可能多的人创造更好的生活”，我们知道我们必须做得更好，并考虑到残疾问题 -- 让他们的现实变得更好。从那里开始，简介很简单: 1.通过说服他们进入残疾人市场宜家可以提供简单，用户友好的特殊需求设计解决方案。 2.向残疾人的特定受众传达和推广解决方案，并引导他们采取行动，下载附加组件并购买我们的产品。描述创意 (投票30%) 这种见解塑造了我们的方法: 与其设计新的特殊需求家具系列，不如使用一系列附加组件来破解我们现有的产品系列，以使我们最容易获得的产品。 ThisAbles项目利用标志性的家用家具，以负担得起且易于使用的格式访问宜家的设计和简单性: 使用3D打印的开源设计: 沙发升降腿更容易上升，灯按钮放大，枕头盖超级拉链。我们在商店和在线上提供了附加组件，以下载免费和3D打印。每个附加组件本质上都是号召性用语，使用户可以在商店或宜家网页上购买特定的标志性产品之一。描述策略 (投票20%) 我们如何才能进入有特殊需求的人的市场并吸引如此利基的受众？通过听取来自社区的见解，我们发现了残疾人真正想要的东西-成为主流的一部分，而不是被单独提及-与众不同。他们想享受其他人所做的同样的事情，包括家具。描述执行 (投票20%) 为了真正满足目标受众的需求，并做出有效的回应-我们决定将他们的意见纳入项目。在为期一周的黑客马拉松中，我们接待了我们的产品工程师、设计师、辅助功能专家和心理学家，我们创建了一系列可与宜家最具标志性的产品一起使用的附加组件，每个组件都解决了不同的辅助功能问题。该项目是开源的，并根据用户自身的见解不断增长，并通过新设计不断增长，每月增加新的附加组件。我们通过使用患有残疾的社交媒体影响者来推广这个想法，而不是传统的有针对性的品牌活动，而是在社区内推出了这个想法。我们讲述了真实的人类故事，涉及残疾人以及附加组件可以带来的好处。列出结果 (投票30%) 特殊需求目标受众中的响应率超出了图表: 始于以色列，通过我们的在线平台成为全球解决方案。来自127国家/地区的45,000多人访问了我们的网站并下载了附加组件。我们还推动了我们合作伙伴网站的流量增加1500%-非营利性无障碍组织。最后，这导致宜家网站的流量增加了28 5%，比去年的活动增加了280,000个独立访问者。最重要的是，我们在两个关键的参与点实现了业务目标: 受支持产品的销量增长了37%，而总收入比2018年同期增长了33%。最后，宜家零售足迹的全球访问使ThisAbles成为最大的全球残疾人平台

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案例简介：Why is this work relevant for Direct? This case is as direct as it gets: identifying an audience, deeply understanding them, with a targeted message to elicit a direct response, driving business results. But this idea goes far beyond a campaign: we used our understanding to build a set of products to meet the day-to-day needs of our audience of people living with motor disabilities, made on demand, responding to their interest. We understood that while the rules of direct marketing are to single people out, what this audience really wanted was to be part of IKEA just like everyone else. Background A tenth of the world suffers from serious motor disabilities. Those are 1 in 10 people who not only fight to live normally outside, but struggle with the most basic home activities. 1 in 10 people who struggle with everyday things we take for granted: turning on the light, opening a closet, or getting up from the couch. IKEA’s couch too, unfortunately. 1 in 10 people who pay twice as much for special needs furniture, ugly by design that is a reminder that they are not like everyone else. So, if IKEA’s mission is “creating a better life for as many people as possible”, we knew we had to do better and take disability into consideration - changing their reality for the better. From there, the brief was straightforward: 1. Tap into the market of people living with disability by convincing them IKEA can offer simple, user friendly special needs design solutions. 2. Communicate and promote the solution to the specific audience of people living with disabilities and lead them to take action, download the add-ons and buy our products. Describe the creative idea (30% of vote) This insight shaped our approach: rather than design a new line of special-needs furniture, we would hack our existing range with a range of add-ons to make our most accessible products accessible. ThisAbles project hacks the iconic home-furniture giving access to IKEA’s design and simplicity in an affordable and easily accessible format: using 3D printed, open-source designs: sofa elevating-legs for easier ascent, lamp button-enlargement, super-zipper for pillows-covers. We made the add-ons available in store and online to download free and 3D print. Each add-on was essentially a call to action sending users to buy one of the specific iconic products in store or on IKEA webpage. Describe the strategy (20% of vote) How could we tap into the market of people with special needs and reach such a niche audience? By listening to the insights coming from the community, we have found out what people with disability truly want – to be part of the mainstream, not singled-out as being different. They wanted to enjoy what the same things everyone else did, including furniture. Describe the execution (20% of vote) In order to truly meet the needs of our target audience, and to drive an effective response - we decided to bring their input into the project. During a one-week hackathon, hosting our product engineers, designers, accessibility experts and psychologists, we created a range of add-ons that can be used with IKEA’s most iconic products, each solving a different accessibility problem. The project is open-source and continues to grow with new designs, based on the insights coming from users themselves, adding new add-ons every month. Rather than a traditional targeted brand campaign, that would single them out, we launched the idea within the community by using social media influencers who suffer from disabilities to promote it. We told real human stories, of persons living with disability and the benefits the add-ons can bring. List the results (30% of vote) The response rate within the special needs target audience was off the charts: what started in Israel, became a global solution through our online platform. More than 45,000 people from 127 countries visited our website and downloaded the add-ons. We also drove a 1500% traffic increase to the websites of our partners - non-profit accessibility organizations. Finally, this led to a 28,5% traffic increase on the IKEA website, bringing 280,000 unique visitors more than last year’s campaign. Most importantly, we met our business target in 2 critical engagement points: the sales of the supported products grew by 37% in volume, while the overall revenue grew by 33% versus the same period in 2018. Finally, the global access to IKEA retail footprint turned ThisAbles into the biggest global platform for people with disabilities