Distribution: CEO of Ikea - Peter Agnefjäll Art Director - Sara Blomquist Marketing Head - Simone Cole In House PR - Lois Blenkinsop Hope&GloryPR – Jo Carr
CLIENT PROPOSAL REPORT
Introduction
-
MIKRO for IKEA.......................... 1
Micro-hosuing - - -
The Trend................................... 2 The Target Market...................... 3 When and where?...................... 4
MIKRO
The Range ................................. 5
-
Past Campaigns ............................................................. 10 The Campaign - Brochure..................................... 11 - Printed Media............................. 12 - Teaser Video............................... 14 - Underground/online.................... 15 Conclusion .............................................................. 16 Recommendations .......................................................... 16
FOR IKEA
FOR IKEA
Aug/Sept 2015
This concise report has been written for you by Exhibit. We hope to informatively demonstrate our analysis of the Ikea brand and its current values. Whilst researching future trends and advertising methods in order to endorse a new range of products for the company. These products are based around our trend research of “micro-housing”. Micro-housing is going to become popular over the coming years for the recent graduates and young professional market. This is a new target focus for IKEA, opposed to the usual family orientated campaigns. Therefore we hope to demonstrate how our carefully planned creative marketing and advertisment concepts will bring in the new market the products will be aimed at. The range created for IKEA will consist of storage solutions for homes with such little space. Target market research ensured we designed the range corresponding with the customers wants and needs. In order to be inkeeping with IKEA’s values, the project’s title came from the Swedish translation of the term ‘micro’. MIKRO therefore encapsulates the small nature of these small spaces, its items are perfectly suitable for a tiny sized apartment. Exhibit aim to demonstrate how IKEA can play a huge part in the development of this trend by being a major correspondant to the furniture that will be shopped for by individuals renting these small spaces. 1
THE TREND “MICRO-HOUSING� This is a globally emerging market across large cities such as London, New York and Tokyo. Living in such desired places is expensive if you are a recent graduate or young professional trying to make it onto the career ladder. A normal sized and priced flat in a city centre may simply be far too pricey for them. Therefore micro-housing offers a reasonable, trendy, convenient option. It is becoming more and more aparant that this is going to be a lifestyle choice for many of the younger generations over the next few years which IKEA can take advantage of. Micro-housing is small. Many plans consist of 25sq metre open plan apartments. These studio-like flats only downfall therefore is the size. To resolve this Exhibit suggest a range of flexible, space-saving, multi-functional furniture and storage range.
TARGET MARKET The target market consists of Students, Graduates and Young Professionals located in large cities where the cost of living is expensive. This niche market do not neceserily have a large disposable income. Therefore Exhibit found out what is 100% necesery for them to have in their “micro-apartments”. Acording to UCAS statistic tables, the UK has just over 446,000 university students studying this acedemic year across its 61 institutions. With 67,000 of these students graduating from London Universities last year and 70,000 estimated for the year ahead, this is definitley a prime location for “micro-housing” to become a huge success. We surveyed a group of Under 25 year olds and filmed their repsonses in order to gain accurate market research. Questions asked included, What are your favourite home items? What do you need storage for? Where would you want this to be kept? This ensured we gained knowledge on what aspects are most important to this generation. In response to the taget market, Exhibit have designed a new range of furniture for IKEA consisting of suitable storage solutions for small space living. This array of people dont have too much to spend, so the range alongside its forms of advertising will not be costly for the consumer. Catch-up chanels, free pull-out brochures and underground advertisment loctions have all been considered to ensure the campaign reaches our particular target market.
3
WHEN AND WHERE? For this generation living in cities seems to be the most apt choice because of a better lifestyle as well as increased job opportunitues. This however has an impact on the hosuing issue, that there simply isn’t much space. Rising cost of living is a huge detrement to the target market and therefore small-space flats like micro-apartments are the perfect hosuing solution.
Manchester is the most student populated city in the UK
In the UK, London and Manchester would be the primary selling areas, as according to HESA figures, these are the most heavily student populated in the country. America have plenty more developments arranged to be completed by 2015. Monadnock Developments LCC and nArchitects are two companies with microapartments currently being built in New York. These are estimated to be ready for tenants by September 2015.
London has the highest percentage of the countries graduates with almost 20% living here.
35 2000 2005
30
2015 25
20
15
10
4
Tokyo
Mexico New York Sao Paulo Mumbai Shanghai City
Rio de Janeiro
This new style of living is set to develop across the globe. Mega-cities (cities with a population exceeding 10million people) have all shown a dramatic increase of inhabitants over the last 10 years which isn’t slowing down any time soon. These figures were taken from the United Nations website database and are here presented to explain the variety of cities micro-housing will be hitting. Consequently IKEA can aim to advertise and sell the range worldwide!
THE RANGE MIKRO aims to encapsulate a multifunctionality with it product range. The idea is that each piece can store belongings, large or small. MIKRO products have been designed around the needs of our target audienecce and their tiny homes. These individuals need to create the false appearance of space. They expressed a want for hidden storage, fold out solutions and floor-space-saving pieces .
Hejsa Bicycle Shelf £15
Size: 30cm x 20cm Perfect for keeping such a bulky item out of the way. Hung on the way allows more floor space.
Plats Cupboard organiser £2 - £10
Range of trays, individually priced. Hooks and shelve mechanisms for kitchen cupboards, storage units, fridge spaces etc.
5
Ekø Slpit Storage/Mirror £18
Size: 40cm x 40cm 2in1 wall mounted mirror. Suitable to store toiletries, toothbrushes, make-up, razors whilst being able to groom alongside these essentials.
MalmÖ Wall unit £40
Size: 200cm x 120cm Racks & shelves for bathroom essentials.
6
Beddinge Unit/Bed/Table/Frame £200
Size: 300cm x 250cm Multi-functional large wall unit. Plus photo frame on the back of a hinged table. Unfolds at 90°. It’s legs tuck in and magneticly stay put. The whole frame consists of a collapsable bed frame and mattress. Pillows/bedding can be stored in the numberous shelves and cupboard spaces surrounding the frame.
7
Stor Interchangable furniture set
Size: 200/250cm x 80cm Multi-use set of sorage boxes, drawers and cupboards that together form seating or tables for home use. Pieces could be made into either social, work, bedroom or dining environment.
8
Tryk Stair/Drawer Compartment £40 Size: 120cm x 50cm Pull-out storage. Can be purchased seperatly to pack.
Tryk Stair Block £20
Size: 40cm x 50cm Smaller draw stair block.
Lådor Storage boxes £6
Size: 40cm x 30cm Twist on an old favourite. These boxes are sturdy enough to be used as tables or stools as well as being roomy enough for each individuals essentials.
9
THE CAMPAIGN
Keeping a consistant style betweens the forms of media for the campaign was considered extremely important as we want potential customers to recognise the advertisment comparably.
TEASER VIDEO Exhibit kept the idea of small spaces and created a moving image ‘teaser video’ to be shown on the internet and on BROCHURE underground advertisment panels. The teaser is 30 seconds long and aims to capture attention for a short term so the viewer is OUTDOOR hopefully intrigued. Sketched from a birds-eye-view, the video draws out a ‘small space’ and shows the furniture being designed inside. The titling, PRINT logo and designs are all sketched by hand to keep regularity. Secondly the brochure below kept a similar theme with the hand drawn illustrations of products. This displays the back of our double sided pull-out which presents each product from the MIKRO range alongside its prices, colour and material options. We hope to generate contacts with magazines where such media could be placed. Wether this be newspapers that the target audience would read on their commute or suitable magazines such as; Stylist, InStyle, Dazed & Confused, Shortlist, GQ. These are all stylish reads, some free, some more expensive although still, perfectly suited for the niche market. By locating our adverts in the write spaces or on the correct media the campaign will be exposed to the young professionals of todays world. Whom will hopefully take on board the concept and chose to buy their furniture from IKEA’s new range.
11
Keeping consistant style between the forms of media for the campaign was considered extremely important as we want potential customers to recognise the advertisment comparably. Using a still from the teaser video footage. Here displays the final print/outdoor advertisement. Discussed locations for this include, online channels and underground station billboards. In addition Exhibit have next demonstarted what the taster video would look like on the screens besides some escalators of the London Underground. Kings Cross station has these screens which would be perfectly suited for the described target audience. Many of this market would travel home to commuter towns from Kings Cross if they cannot afford a city centre flat . Therefore attacking this area would give the campaign the exposure that it needs in order to sell the lifestyle concept and IKEA’s suitably designed products.
13
The other form of exposure Exhibit propose is video advertising on channels such as 4oD and Youtube as nowadays, no online content can be viewed without having watched a few adverts prior. The target market of busy, money-lacking student, graduates and young businessmen mean they will not neceserily have time to see television programmes and consequently view them online afterwards. Also demonstrated here, are the video portrayed onto underground televsion frames where it will be most widely seen by the target market. 14
Overall Exhibit look to launch this whole concept in September 2015. This decision was made due to numerous reasons. Firstly, it is the “back to work’ period meaning people wil be moving in and out of university. Secondly it is the end of summer, therefore the IKEA 2016 catalogue will have been freshly printed and stocked in stores. Exhibit believe the campaign’s concept delivers the microhousing/small space living message well. The video clearly represents the ranges name and a couple of products it includes. Alternate campaign media are similar in presentation and aestetic. Consistence is key in making the ad memorable. The other locations we have outlined ensure the audience will be seeing the adverts. London Underground screens and billboards, online channels and relevant magazines all comply with this. theme. Should the advertisments be a sucess a development of this would be to show them on mainstream television. Exhibit recommend displaying the moving advertisement on peak time television or tv shows that are popular amongst the target market. Research into shows airing in 2015 include; The X Factor, Alan Carr-Chatty Man, Made in Chelsea, Fresh Meat, Downton Abbey and The Only Way is Essex. Placing television campaigns in the ad breaks of these types of shows would connect to the correct audience. Future recommedations for the MIKRO range would include a guirella marketing pop-up. This pop up would consist of a walk in showroom. We would suggest that this theme is mirrored within stores, therefore people across the country can get a feel for this new way of living. Its almost promoting the concept of microhousing as well as the product suitability in IKEA. If this was only 5 or 6 metres long it could be easily be transportable. Meaning it could be placed in city centres across the country or globe to get a wider exposure. 15
CLIENT PROPOSAL REPORT Mel Ramsden | Tanvee Mayekar | Luke Cole | Chloe Barnard WWW.EXHIBIT.ORG 45 Broadwick St | London | W1F 9EP