2013 Winners & Shortlists

LET OUR PASSION SPARK YOURS

BrandIKEA
Product/Service2013 IKEA CATALOGUE
EntrantGMASCO MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
Entrant Company GMASCO MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
Advertising Agency GMASCO MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES

The Campaign

The CHALLENGE IKEA wanted to establish their annual catalogue as a medium that engages customers. More than just a display of products, they wanted their 2013 Catalogue to inspire creativity. INSIGHT Every home is a representation of one’s personality and tastes. With thousands of concepts on offer, IKEA lets you design your home your way. IDEA “Let our passion spark yours” We launched the 2013 IKEA Catalogue with an invitation asking customers to tell us how they see the concepts in our catalogue come to life. To answer the question we launched the microsite – www.ikeastardesigner.com The microsite called on customers to post their favourite room designs. 4 lucky candidates were then selected by a panel of IKEA designers to bring their ideas to life at an IKEA store. The 4 unique creations were later posted on the microsite, with the winner decided by the judging panel and votes gathered on Facebook and Twitter.

Success of the Campaign

In spite of running for just 3 months, the campaign was able to achieve considerable popularity, which is evident from the results: • A total of 1,170 participants registered • 47,768 visited the microsite • Total visitors through Social Media Websites included: 15,423 via Facebook, 377 via Twitter and 685 via YouTube • The microsite was shared 3,000 times on Facebook • 7,600 accounts were reached on Twitter (each Tweet had 8,531 impressions) The microsite even crossed geographic boundaries with 12% of the visitors from Philippines, 3% from USA and 2% from Lebanon. Along with creating awareness about the IKEA catalogue, IKEA Star Designer re-established the IKEA catalogue as the inspiration to create your every own star attractions at home.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The flame of inspiration was ignited by an integrated campaign that covered ATL and BTL. • First up were the Print Ads which launched the 2013 catalogue with a call to action to register on the microsite • Radio spots were created for each stage of the activation • Online banners helped create the hype at every stage with an easy one-click access to the microsite • In store banners announced the event to all customers who visited

Credits

Name Company Role
Kiran Rao Gmasco Marketing Communications Art Director
Rishad Lawyer Gmasco Marketing Communications Creative Director
Natasha Khan Gmasco Marketing Communications Senior Account Manager
Chandan Nandrajog Gmasco Marketing Communications Digital Art Director
Husain Cherawala Gmasco Marketing Communications Digital Account Manager
Yasir Abbasi Gmasco Marketing Communications Digital Account Manager
Chucri Helayel Gmasco Marketing Communications Client Service Director
Anish Pandit Gmasco Marketing Communications Head Of E-Business
Simon Chapman Gmasco Marketing Communications Client Service Director
Fadi Chivi Gmasco Marketing Communications General Manager
Charles Awad Gmasco Marketing Communications Director