IKEA Campaign by Yvonne Denné

A FUTURE CAMPAIGN

BACKGROUND

TABLE OF CONTENT BACKGROUND Page 3 OBJECTIVES Page 5 COMPETITORS Page 6 MARKET SEGMENTATION Page 7

About IKEA IKEA is a Swedish company that designs and sell ready-to-assemble furniture, appliances and home accessories. It is the world’s largest furniture retailer (Wikipedia, 2008) and has more then 300 stores in 49 countries.

THE LOYALTY MATRIX Page 9

The IKEA concept started with the idea of providing a range of home furnishing products that are affordable to the many people, not just the few. It is achieved by combining function, quality, design and value – always with sustainability in mind.

SWOT ANALYSIS Page 10

Their aim is to help more people live a

TARGET AUDIENCE Page 8

BRAND EQUITY PYRAMID Page 12 POSITIONING Page 16 CONSUMER BEHAVIOR Page 18 THE ELM MODEL Page 21 MESSAGE Page 22 BUDGET Page 23

better life at home.

Situation Analysis As of today, IKEA has no specific student collection in their product range and no discounts available for students. It would be wise for IKEA to focus on this area since there are a lot of students all of the United States and it may be profitable on the long-term.

SELECTION OF INSTRUMENTS Page 24 CAMPAIGN CONCEPT Page 27 CREATIVES YOUTUBE Page 28 APP Page 31

Issue

IKEA is launching a new student-based line of furniture, called

IKEA LIFE , in the United States. How would they do that and still compete with their competitors?

SOCIAL MEDIA Page 39 THE IKEA CATALOG Page 41 ON-CAMPUS PROMOTIONAL DISPLAY Page 44 PRESS RELEASE Page 45 EVALUATION Page 46 SUMMARY Page 47 REFERENCES Page 47 2

BACKGROUND

OBJECTIVES

PRODUCT DESCRIPTION IKEA is introducing a new line of furniture specifically inspired by the life of a college student. The collection is called IKEA LIFE. Every student living in a dorm or small apartment knows the challenges that you must face. Some of these obstacles include moving into a smaller space, having roommates, keeping your things organized, focusing on your studies, all while trying to portray

Increase the target audienceâ&#x20AC;&#x2122;s awareness within

your own

the next year by

personal style and sense of home .

10%

IKEAâ&#x20AC;&#x2122;s new line will help with all of these issues! With new and improved bedroom sets containing compact shelving, dressers, desks, closet accessories, organizers, bedding, lighting, and much more, creating a positive atmosphere can be easily achieved! Our line provides an amazing selection of vibrant colors, patterns, and materials so that you can mix and match to create your own

unique style.

Increase loyalty amngst the target audience within the next year by

15%

Increase sale in our campaign period by

20%

COMPETITORS

MARKET SEGMENTATION

TARGET Target is the second – largest discount retailer in the United States. As mention Target is a part of discount stores and they are about 95,000 to 135,000 square feet and specifically Target stores carry clothing, shoes, jewelry, health and beauty products, electronics, bedding, kitchen supplies, toys, pet supplies and hardware supplies. Target pretty much got it all. Target is our main competitor because they focus on style in their furniture collection.

WAL-MART Wal-Mart is the larges discount department store and warehouse store. The company is the world’s largest public corporation, according to the Fortune Global 500 list in 2013. Wal-Mart has over 11, 000 stores in 27 countries and under 55 different names. They carry general merchandise and a selection of groceries.

DEMOGRAPHIC CRITERIA

PSYCHOGRAPHIC CRITERIA

Geography: U.S. where IKEA is located Age: ● Primary: 18 - 25 ● Secondary: 25 - 35 Gender: Man and female House type: Apartment, Dorm, & Condominiums. Income: 20.000 – 30.000 USD (including financial aid, part-time work etc) Position: Student and Part-time employee Relationship status: Married, Cohabitant, Single Education: ● Primary: College/university degree seekers ●Secondary: College/university degree seekers

Personality variables: Independent, Curious, Engaged, Outgoing, Shy, Social, Design conscious, Confident, Insecure,

KMART Kmart is the third largest discount store chain, behind Wal-Mart and Target. The chain purchased Sears in 2005. They carry electronics, music, movies, bedding, household hardware, sporting goods, clothing, toys, jewelry, office supplies, health, beauty products, home décor, and a limited selection of food items. They also have Big Kmart and they carry almost everything that a regular Kmart carries, but with an emphasis on home décor, children’s clothing, and more food items such as meat and frozen foods, but limited section of garden produce.

Interests: School, Family, Friends, Leisure, Conscious on their surroundings. Attitudes: ● Primary: Social conditions, Economy, Quality conscious, Environment ● Secondary: Social conditions, Economy, Quality conscious, Environment

TARGET AUDIENCE PRIMARY • • • • • •

SECONDARY • • • • • •

18 - 25

Students between Lives rural/urban College/university degree seekers First time movers. Are depending on an affordable furniture collection Appreciates affordable prices, convenient (easy to bring, place and built), practical, good design and quality and wide range of selection.

25 - 35

Students between Lives rural/urban College/university degree seekers In need of furniture that suits their personality Are depending on an affordable furniture collection Appreciates affordable prices, convenient (easy to bring, place and built), practical, good design and quality and wide range of selection.

THE LOYALTY MATRIX IKEA has as of today, a good position in the market with one of the world’s most valuable brands according to Forbes.com. As of November 2013, they are ranked number 41 in the world with the associations of having good quality for low prices. It would be unnatural to turn to the group of people who avoid IKEA or the people who are not concerned about this segment. Furthermore, It would be appropriate to continue this position – good quality for low prices – and reinforce our marketing so that the target audience sees the value of the IKEA LIFE collection. Based on the loyalty matrix, we want to focus on those who are willingly to change their brand, the “switchable” , and those who are insecure about IKEAs competitors, the “frustrated” . It’s easier to reach the “switchable”, because the risk of changing brand is perceived low. Those who are frustrated have low satisfaction with furniture they have bought, but they feel a higher risk when switching from their original brand. They can be frustrated about the high prices on today’s market, but insecure about the quality on the cheaper options. It is important that our new student collection emerge as the only and simplest option on the market. It’s hard to communicate with those who are loyal and vulnerable because they are faithful towards their original brand.

SWOT ANALYSIS

SWOT ANALYSIS STRENGTHS

OPPORTUNITIES

• • • • • • • •

• • • • •

Style Quality Inexpensive Convenient Design Practical Wide range of selection Supporting charity work/Good ethics

Improvement potential. Wider media coverage. Expand into different target markets. Interact with the target audience. Opportunity to expand their brand name in the United States.

THREATS WEAKNESSES • • • • •

Not well known in the states. The target audience is more familiar with the competitors’. Location compared to the competitors’. Americans are used to having everything at one place. Not an American brand.

• • • • •

Other competitors’. Other furniture stores. That the target audience keeps their old habit of going to closest store. That IKEA doesn’t carry products outside of their furniture selection and home accessories. Bad locations for some of the target audiences.

ST R AT EG I C P RO B L E M D E F I N I T I O N IKEA is a Swedish furniture brand that is not so well known amongst our target audience. How can they take advantage of their strengths such as being cheap, practical and have good quality products, at the same time stand opposed to their weaknesses like inconvenient locations and not being a well known brand in the US? How can they take advantage of their opportunities like making interactions with the target audience, and thus resist their threats from other competitors? 10

BRAND EQUITY PYRAMID It is always the customers perception of and relation to a brand, which determines whether it has value, and therefore it is important to look at the brand from the customers perspective. The brand pyramid is a model that illustrates the steps by which a customer establishes loyalty to a particular brand. As one moves up the pyramid, from the broadest base to the narrowest point, customer loyalty increases in direct proportion to revenue potential. At the lowest of the pyramid, customers are simply aware of the brand and at the highest level, the costumers have established a solid loyalty to the brand. In this case we are talking about students. We want students to know about the IKEA student collection and make them to IKEA.

loyal

BRAND EQUITY PYRAMID SALIENCE Brand Identity – Who are you? On the bottom of the Brand Equity Pyramid the customer are finding out why they need IKEA LIFE and which need it would cover. • The main objectives of IKEA LIFE are: to sell furniture to students. • Distinctive signs that the target audience know from before: Yellow and blue logo and that IKEA is Swedish. • IKEA LIFE is a collection especially designed for students that are looking for furniture’s to have in their dorm or apartment.

PERFORMANCE AND IMAGERY Brand Meaning – What are you? The primary characteristics about IKEA LIFE are furniture. Here it is important to think about style, design and price. Our target audience is students and they are looking for furniture’s for their dorm or apartment. IKEA LIFE is affordable, stylish and comfortable for our target audience. Addition to this, they would be able to design and set a personality to their dorm or apartment.

JUGDMENT AND FEELINGS Brand Response – What do I think, or feel, about you? The IKEA brand is already known for their quality and this is something that also will keep featuring in the new collection, IKEA LIFE, aimed at students. Because our target audience already knows that IKEA have quality furniture’s, they can additionally to this, set their own personality to their dorm or apartment. So in theory, this is a collection that is self – rewarding. Making the consumers feel better with their surroundings. 12

BRAND EQUITY PYRAMID RESONANCE

BRAND EQUITY PYRAMID “The brand appearance associations tell the customer what the brand is”

How much of a connection would I like to have with you? This is the critical ending point. We would like our target audience to be loyal to IKEA LIFE and have an awareness that IKEA LIFE offers what they are looking for when they are shopping for their dorms or apartment. With the campaign that includes the interests of the target audience we would make them engaged and make them feel that IKEA LIFE is something they would like to go back to.

ASSOCIATION NETWORK Association network acts as a form of search engine where we begin a search for links/associations with the brand. This is a process that happens in the brain without us even thinking about it. Thus, a learned association we have provided a brand/product, and in our case the new IKEA LIFE collection.

CONCLUSION IKEA LIFE is unknown for the target audience, because it is a new collection they haven’t heard about before. It would be appropriate to look at level two on the brand equity pyramid, imagery, where we as communicators can make changes for our target audience. We are looking into the brand appearance and learning of associations.

ASSOCIATIONS LINKED TO IKEA TODAY

NOT FAMILIAR ENOUGH WIDE RANGE OF FURNITURE SWEDISH AFFORDABLE

LEARNING OF ASSOCIATIONS Learning of associations can be divided into low – involvement and high – involvement processes. A main difference between these two forms of learning is whether the recipient is motivated to use energy on reflecting what is presented to him or her. IKEA LIFE is located in a high – involvement process, where the receiver is in an active process where they are involved and will process the information they receive. IKEA LIFE is also based on situation, as there may be a problem that needs to be solved or a need that must be met, and in these situations the recipient will actively search for specific product attributes that will fulfill their needs. This type of learning generally forms strong associations. 14

ASSOCIATIONS WE WANT THEM TO HAVE

WIDE RANGE OF COLORS

PRACTICAL

SWEDISH MODERN OVER TIME AFFORDABLE

COMFORTABLE WIDE RANGE OF DESIGN 15

QUALITY

POSITIONING Positioning a product means that we create a space in the customer’s awareness that separates us from the competition. But such space is movable in the longer term because it is rare to achieve a desired position from the start, and moreover it may be necessary to make adjustments over time. To create a good position, we have to ask our self three questions: 1. Have we established a frame of references? IKEA LIFE is competing against the competitors mentioned above (ref. competitor analysis) because they are in the same furniture segment on the market. On the same time IKEA LIFE is also covering a symbolic need and functional requirement in a given situation. This means that the consumer can emphasize durability and status. For example: “This couch should last at least 5 years”, “This couch suits my personality and express my personal style”.

POSITIONING Based on the positioning questions, we proved that IKEA LIFE has established a frame of references, has the required similarity points and the compelling differentiation points that allow us to position IKEA LIFE in relation to their competitors. Based on this, out new position for IKEA LIFE is: “IKEA LIFE, the student collection with great quality, practical solutions and easy-to-assemble that will fit your unique taste and personal style.”

POSITIONINGMAP

2. Do we have the required similarity points? IKEA LIFE is like the competitors mentioned above (ref. competitor analysis) made out of wood, steel, plastic or other materials used in the process. This gives us the necessary similarity points to create a position for IKEA LIFE compared to competitors. These similarity points are commonalities that define cognitive criteria’s for the customer. That means that the customer is aware of such a product, and that they have sense about how this product is for them. 3. Do we have compelling differentiation points? What makes IKEA LIFE different then the competitors mentioned above (ref. competitor analysis) is their ready-to-assemble policy and their focus on style and quality. Most of the furniture retailers on the market focus on either being cheap or having quality, and by combining these two, with adding on the ready-to-assemble policy, IKEA differentiates themselves from the competition. 17

CONSUMER BEHAVIOR Consumer behavior is about studying how the consumer’s subjective world is built upon. This subjective knowledge about consumers would make us able to use the right instruments in our attempt to influence our customers. To gain more concrete goal, we need to get information about their attitude, preferences, needs and wants, information seeking process, motive, buying habits, usage habits, their decision process and their economy and purchasing powers.

ATTITUDE The consumers already know that IKEA is Swedish and that they sell furniture. If we look at how their stores are built, we can see that IKEA have segmented after what the costumers wants. IKEA are dividing their assortment in four sections: • Scandinavian • Modern • Country • Youth At the entrance of every warehouse there are four sections shown. We mention this because it is important to look at where we are going to place the new collection. In this case the collection would be featured in the Youth section.

CONSUMER BEHAVIOR PREFERENCES The customers are loyal to IKEA before, so if they have been there before, they are more likely to come back. And this is something that we can take leverage relative to IKEA LIFE.

NEEDS AND WANTS In this case IKEA (in the campaign of IKEA LIFE) would be on level with the youth and be where they are. Use social medias and have stands in public where we display what the collections consist of. This would be a directly advertisement towards students, our target audience.

INFORMATION SEEKING The consumers are seeking information. IKEA have from before the IKEA catalog and this is something that is very popular. Because our target audiences are students, it’s important to look at where they are seeking information. Today the social medias is where the students are getting the most of their information from and that is a place that IKEA LIFE also would be. Facebook, Twitter and Instagram. But because the IKEA catalog is still very popular, we are choosing to also feature the collection in the catalog. This is because parents could be an important factor, in choosing where to buy furniture.

MOTIVE The motive for the consumer in this case is pretty obvious. They need furniture’s to their new dorms or apartments, and when shopping at IKEA they will get the same low prices that they already know that IKEA has.

THE ELM MODEL

CONSUMER BEHAVIOR BUYING HABITS In this stage its’ important to think of what the target audience wants, how they buy things and what they need in the stage of moving out from their parents. From before we know that they need furniture’s. We already know that they can choose from our competitors.

The ELM model (Elaboration Likelihood Model of Persuasion) says something about the probability that the receiver will process the message (as opposed to going effortlessly past it) and how he/she is affected by it. The model can be divided into two creative strategies, the so-called central route and the peripheral route.

USAGE HABITS

CENTRAL ROUTE

In this stage it can be important that IKEA LIFE takes the advantages that IKEA already have. As mentions, costumers that shops at IKEA are loyal and we want the target audience to be at that stage, that they would be loyal to IKEA LIFE.

If the sender has nothing new or interesting to tell, and the receiver are both involved and are able to interpret and utilize the message, the sender can go straight to the point. That means that the sender can give the factual information.

THE DECISION PROCESS Here one can only anticipate what the customer had to decide. In the decision process we can assume, that our marketing has led to customers buying something from the collection IKEA LIFE.

PERIPHERAL ROUTE If the message does not contain any new or interesting information, and if the recipient is not specifically involved or insightful, the sender can take a detour by resorting to emotional appeals.

ECONOMY AND PURCHASING POWER As mention in the target audience, these are students who are making it affordable to live from their parents and part-time jobs, therefore, it is important for us to still communicate that the new collection is affordable for them. Based on this assumption, we believe they have the ability to shop at IKEA, and IKEA LIFE.

CONCLUSION In our case, where we turn to the target audience 18 – 25 years, we know that they don’t have information about the new collection, IKEA LIFE, but they are capable of interpret and utilize the information we provide. Therefore, it would be appropriate for us to choose the central route that contains factual elements in our communication further. 21

MESSAGE

BUDGET

“IKEA LIFE, the student collection with quality, practical and comfy solutions that are easy-to-assemble and fits your unique taste and personal style”.

Youtube In-Stream: Ads play at the beginning, middle, or end of YouTube partner videos (partners are any YouTube user that has decided to make money by displaying ads in their videos). Viewers have the option to skip the ad after 5 seconds. If the video ad is 30 seconds or longer, you’re charged once the ad reaches the 30-second mark. With shorter ads, you’re charged only if the entire video runs.

*Promotional cost: We would approach IT programs at universities in the U.S., and have a contest amongst their students on building the app. We would have prices for the winner, and for the second place, so our cost would then be promotional because we would award them with a new bed or something else in the student collection that they need.

SELECTION OF INSTRUMENTS We have chosen a targeted campaign to promote the position we chose for IKEA LIFE. To reach this position amongst the target audience, we have chosen to use advertising, sales promotion and public relation, and the campaign will last from until

June 2015

September 2015.

Those instruments we envision will be favorable for the launch of IKEA LIFE are:

The IKEA Catalog On-Campus Promotional Display

App for smart phones and tablets

Online video commercial

Press release Social media

SELECTION OF INSTRUMENTS ON-CAMPUS PROMOTIONAL DISPLAY In the time while launching the campaign, it’s important to be where the students already are - at the different campuses. Setting up a display of how they can style their dorm or apartment and they can also be able to touch and see the collection. In addition to this, we would like to incorporate the colors that the different colleges have. So we want to collaborate with the ten top colleges in the United States that has an IKEA store nearby: 1. Ohio State University – Scarlet, gray, white and black. 2. Arizona State University – Gold and maroon. 3. University of Florida – Orange and blue 4. University of Minnesota – Gold and maroon 5. University of Texas – White and burnt orange 6. University of Central Florida – Gold and black 7. Michigan State University – Green and White 8. Texas A&M University – White and maroon 9. University of South Florida – Gold, green and metallic gold 10. University of California – Yale blue and California gold

ONLINE VIDEO COMMERCIAL

According to Google, 18 to 34 years old spent 50% more time watching online video than TV and also according to the 2012 Ofcom report, YouTube is the most popular site among people two to twenty-four. So YouTube would be the website we would like to advertise on. This is efficient to use while advertising for the launching of IKEA Life collection, because we have the information about the target audience. Ref: http://www.themediabriefing.com/article/know-your-audience-how-digital-native-millennial-generation-consume-media

University of Florida - front campus

SELECTION OF INSTRUMENTS

CAMPAIGN CONCEPT

APP FOR SMARTPHONES AND TABLETS In the age 16 to 24, 77% owns a smart phone or a tablet, so therefore it would be efficient to create an app that our target audience can use. Ref: http://www.themediabriefing.com/article/know-your-audience-how-digital-native-millennial-generation-consume-media

SOCIAL MEDIA Social media would give us the opportunity to make the target audience feel included, at all time. Places like Facebook, Twitter and Instagram are places where IKEA Life will be featured. In form of reaching out with information, prices and just in general keep in constant contact with our target audience.

THE IKEA CATALOG From before and also mentions in the strategy, IKEA Catalog is something that already is popular, and we would like to incorporate IKEA Life in the Catalog. This is something that IKEA’s consumers are already familiar with and the IKEA Catalog will also be at the different universities and at the IKEA store.

Happyplace We have all been there. The day you turn into a college student can be hectic, confusing, and exhausting. There are so many things to take into account and new ways to reflect on life. You have to register for all the right classes, bring all the necessary documents to your advisor, and then start your journey with blank and scary slates. On top of it all, you need a place to sleep, eat, and focus. After a while you will experience the tough life of being a college student, choosing between partying and studying, sometimes doing both. This new life comes with a lot of choices to make and deadlines to meet. Our campaign will focus on the life of a college student and make the IKEA concept an integral part of this journey. The new student collection will bring the students to a happy place at home, giving them a much better quality of life than the messy dorms normally found around American college campuses.

THE IKEA CATALOG To let the public know that IKEA is coming with a new collection, we would like to have press release on their webpage. This is something that IKEA already use on a daily basis, when they are releasing a new collection.

Lets transition over to how we’re going to adress our target audience and meet those needs we have covered so far.

→ 27

CREATIVES

Youtube

Storage

Scene One: College students know all about

Youtube

Comfort

Scene One: College students who are in-

the party life… But that doesn’t mean that they have

volved with sports and clubs know just how import-

to let the craziness follow them home. It’s always

ant it is to be able to go home to their Happy Place!

nice being able to come back to your own comfort-

Left screen displays a football player heading home

able, relaxing Happy Place! Left screen shows a stu-

after a long day at school and practice. Right screen

dent getting wasted at a college party. Right screen

displays a cheerleader coming home from an equally

shows another student drinking at the same party.

long day of classes and hardcore practice.

Scene Two: They’re both drunk and just want

Scene Two: The football player’s house is a

to go home to a comfortable bed so they can relax.

complete mess and there is no place to put his stuff

On the way to his bed, Student #1 constantly trips

(duffle bag, helmet/gear, shoes, school bag & books,

over the clutter that’s covering his floor (shown in

etc.)! The cheerleader’s house is organized and there

left screen). Right screen displays Student #2 coming

are numerous hidden storage spaces for all of her

home; He’s also drunk and ready for a good night’s

things (duffle bag, pom-poms/uniform, shoes, school

sleep. Although he’s a little disoriented, he is still

bag & books, etc.)!

able to make it to his room safely without tripping or stumbling over anything

Scene Three: Since his room is such a mess,

Scene Three: The exhausted football player

is very stressed out about his cluttered house; he is

Student #1 has a really difficult time finding a comfy

NOT happy. The cheerleader, on the other hand, is

spot on his bed. As he falls onto the bed, it breaks!

relieved to be home at her Happy Place where every-

He’s miserable. Student #2 is happy because his bed

thing is neatly put away!

is clean and comfortable… and it’s sturdy enough that he’s able to fall onto it without it breaking!

CREATIVES

Youtube

Style

App for smartphones & tablets

Scene One: Every college student endures

“Finals Week”, and we all know about the endless hours of crucial, hardcore studying! Left screen shows Girl #1 leaving her class. She will be heading home to study for an important exam. Right screen shows Girl #2 also leaving school campus to go study at home.

Choose area

Scene Two: When Girl #1 gets home, the un-

organized mess overwhelms her in her room. She has nowhere to place her stuff and she can’t even find

Web Store

an area to begin studying comfortably. She is almost

Living room

Build your own room

Bedroom

embarrassed at the thought of inviting anyone over to study! As for Girl #2, she is proud of the design of her room (it represents her perfectly), and she’s

Store location

Kitchen & Appliances

Instructions

excited to have company over!

Textiles & Rugs

Scene Three: Girl #1 decides not to invite

anyone over and she becomes extremely frustrated

Home

while studying. Girl #2 is expecting some friends over for a study session, and she’s really excited to show off her beautiful Happy Place!

CREATIVES

App for smartphones

& tablets

Web Store

A gallery of neat seats

Coordinate our sofas and armchairs with a few of your favorite furnishings to quickly create the perfect sitting space with just the right style.

Choose area Living room

Build your own

ROOM

Coordinate our sofas and armchairs with a few of your favorite furnishings to quickly create the perfect sitting space with just the right style.

Now you can plan and create the space you want. First start with of our templates. Then mix and match our furnitures and design the room you want!

Home

Visit the gallery of seating ideas

Home

Build your own room

Visit the gallery of seating ideas

Sofas & armchairs

View more... Sofas & armchairs

Home

View more... Click on each item in the room, and a box will pop up. If you click on the picture in the box, more items will show and you will be able to choose which furniture you want. At the end at the sessions you will able to see your fictions room.

Bedroom

A gallery of neat seats Kitchen & Appliances Textiles & Rugs

Home

Coordinate our sofas and armchairs with a few of your favorite furnishings to quickly create the perfect sitting space with just the right style. Visit the gallery of seating ideas

Home

Get started now

A gallery of neat seats Coordinate our sofas and armchairs with a few of your Tv & Media furniture favorite furnishings to quickly create the perfect sitting Living room storage space with just the right style.

Coffe & side tables

Visit the gallery Living room lighting of seating ideas

Sofas & armchairs

Done Home

Tv & Media furniture Living room storage Coffe & side tables Living room lighting

View more... Sofas & armchairs

Home

Choose another template

CREATIVES

App for smartphones & tablets

Build your own room

Store locations

You are here!

Store location Find an IKEA Store near you! Either you are driving, walking or taking the free IKEA bus, we will find the store that is closest to you.

IKEA Bus Driving Home

See from another angle

Walking

Let use your current location!

Home Here you will be able to look how your room is going to turn out. There is also a option to see other angels of the room. You can also share your room on different social medias, such as Facebook.

IKEA Emeryville 4400 Shellmound St Emeryville, CA 94608 Open today 10.00amâ&#x20AC;&#x201C;09.00pm

45min mon.-sun.:09.00am-10.00pm Every 45min.

Home Home

CREATIVES

App for smartphones & tablets

Instructions

Instructions Looking up barcode...

Instructions

Found a furniture you like but you don’t know how to build? Don’t worry! With the launching of the new student collection, you are now able to go a head and explore our new student collection on your own. Just scan the barcode and then the instruction on that piece of furniture will come!

USF

Pre-drilled leg holes for easy assembly. Adjustable feet allow the table to stand level on uneven floors.

Size 39 3/8x23 5/8”

UCF

Watch video

Home

Scan!

Home

Scan!

Home

The app will guide our target audience to these IKEA stores around the U.S. depending on where they are.

CREATIVES

Social media

App for smartphones & tablets

Invite your friends to like IKEA USA

Web Store

Build your own room

Store location

Instructions

Our new student app, everything you need in one place

IKEA is now launching a new studentcollection, IKEA LIFE, specifically aimed for college students. Download our new app, or go to your nearest IKEA store to check it out.

Home

CREATIVES

IKEA U.S.

IKEA catalog 2015

Social media

All catalog prices are maximum prices valid until September 30, 2015

IKEA U.S.

IKEA is launching new student collection called IKEA LIFE. Now you can win furniture from this collection, just follow us and repost a picture from the IKEA LIFE collection, with the hashtag #ikealife. See more www.ikea.com/us/ikealife

IKEA LIFE Student Collection 2015

IKEA - USA.COM

CREATIVES

IKEA catalog

Products for Products life for life IKEA LIFEIKEA - Student LIFE - Student CollectionCollection 2015 2015 When a product solves When a real a product need, it’ssolves a signa of real need, it’s a sign of true beauty. That’s why true webeauty. start designing That’s why bywe start designing by thinking of all the big thinking and small of things all the that big and takesmall things that take place in a home, especially place in a student a home,home. especially Some a student home. Some products can be adapted products to changes can beinadapted life, liketo changes in life, like our storage system. Others our storage do one system. thing only, Others do one thing only, and do it really well, like and ado lamp it really that well, giveslike off a lamp that gives off good reading light when good the reading student light arewhen doingthe student are doing homework. And they’re homework. all easy to And livethey’re with inall easy to live with in different ways. To make different it all happen, ways. Towe make are it all happen, we are now launching a new now collection, launching that’s a new designed collection, that’s designed for students. The collection for students. is inspired The by collection how it is inspired by how it would fit a college student, would with fit a college both needs student, and with both needs and pleasure. It all starts pleasure. with having It all your starts waywith of life having your way of life in mind. in mind.

02 Köttbullar Polyester comforters

$999

IKEA LIFE IKEA LIFE Student Collection Student Collection 2015 2015

01 Hampen Ruge, high pile

$499

02 Köttbullar Polyester comforters

College is a new experience College is a new experience for anyone. This collection for is anyone. This collection is especially made for students. especially made for students. IKEA wants to be a part of IKEA wants to be a part of the college experience withthe college experience with the launching of the new the launching of the new collection. Storage, design,collection. Storage, design, 01 Hampen of and space were some of Ruge, high color pile and space were somecolor the factors we thought of when the factors we thought of when $499 we made this collection. we made this collection.

CREATIVES

On - Campus promotional display

Press release

We plan to go to our participating universities in order to bump up the brand awareness. We will set up “rooms” that are inspired by the specific school colors, out in the open so that students can test out the products, see the prices, etc. We’ll have them participate in engaging activities throughout the day, such as a “race to build a product”, “guess the price”, “find all the secret storage areas”, etc. They’ll even have the chance to win prizes as big as actual furniture pieces. Staff members will be there to answer any questions they have, including things about the company, the furniture/products, and even career opportunities. Pamphlets and other little souvenirs will also be available for the students to take home.

IKEA introduces a new collection, called IKEA LIFE. The collection is designed for young college students, moving away from home. 06/01/2014 08:00 AM

New collection with consideration on Design, Storage, Style and Affordability. Conshocken, Pa. (June 01, 2015) - IKEA is introducing a new line of furniture specifically inspired by the life of a college student. The collection is called IKEA LIFE. Every student living in a dorm or small apartment knows the challenges that you must face. Some of these obstacles include moving into a smaller space, having roommates, keeping your things organized, focusing on your studies, all while trying to portray your own personal style and sense of home. IKEA’s new line will help with all of these issues! With new and improved bedroom sets containing compact shelving, dressers, desks, closet accessories, organizers, bedding, lighting, and much more, creating a positive atmosphere can be easily achieved! Our line provides an amazing selection of vibrant colors, patterns, and materials so that you can mix and match to create your own unique style!

The new student collcetion IKEA Life

Come inside to see our new collection, and maybe you’ll walk away with a new furniture for your apartment or dorm.

This will be released as corporate news on on IKEAs website

Welcome!

EVALUATION

SUMMARY

EVALUATION METHODS OF OUR “HAPPY PLACE” CAMPAIGN ● How many “likes”, “shares”, “followers” and activities we receive on social media (Facebook and Instagram). ● Views and clicks on our commercial on YouTube. ● How many visits the promotion area, during our on-campus promotional display. ● How many downloads of the IKEA App. ● Increased subscriptions on the IKEA catalog in our campaign period.

With this campaign we are hoping to increase both sales and visitors at IKEA’s new launching of IKEA life collection. We believe that our choose of instruments are design to attract our target audience and that they will have IKEA Life as top of mind while/when choose where to buy furniture’s. We want IKEA Life to be apart of the typical college experience and get the target audience to feel that IKEA Life is a secure choice in their college experience.

OVERALL EVALUATION METHODS ● Surveys ● Interviews ● Track sale figures, compared to areas where the promotion is done.

References

● http://www.forbes.com/companies/ikea/ ● http://www.themediabriefing.com/article/know-your-audience-how-digital-native-millennial-generation-consume-media ● http://www.themediabriefing.com/article/know-your-audience-how-digital-native-millennial-generation-consume-media ● https://support.google.com/adwords/answer/2375425?hl=no 46

This campaign was made by Jeanne Mathesius Sandra Nedal Yvonne DennĂŠ Spring 2014

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