| Title | IKEA STÅL KVITTO |
| Brand | IKEA AUSTRIA |
| Product/Service | IKEA METOD KITCHEN |
| Category |
A02. Dimensional Mailings |
|
Entrant Company
|
DDB GERMANY HAMBURG, GERMANY
|
|
Advertising Agency
|
DDB GERMANY HAMBURG, GERMANY
|
|
Production Company
|
BLM FILMPRODUKTION Hamburg, GERMANY
|
|
Production Company 2
|
OPTIX DIGITAL PICTURES Hamburg, GERMANY
|
|
Production Company 3
|
LOFT TONSTUDIOS Hamburg, GERMANY
|
Credits
| Eric Schoeffler |
DDB Group Germany GmbH |
Chief Creative Officer |
| Fabian Roser |
DDB Group Germany GmbH/Hamburg |
Managing Director |
| Christian Backen |
DDB Group Germany GmbH/Hamburg |
Managing Director |
| Fabian Roser |
DDB Group Germany GmbH/Hamburg |
Executive Creative Director |
| Nicolas Schmidt-Fitzner |
DDB Group Germany GmbH/Hamburg |
Creative Director |
| Jan-Hendrik Scholz |
DDB Group Germany GmbH/Hamburg |
Creative Director |
| Christian Baur |
DDB Group Germany GmbH/Hamburg |
Senior Art Director |
| Thimon Machatzke |
DDB Group Germany GmbH/Hamburg |
Senior Copywriter |
| Eva Schramm |
DDB Group Germany GmbH/Hamburg |
Art Director |
| Tim Cantow |
DDB Group Germany GmbH/Hamburg |
Copywriter |
| Vitali Wachramejew |
DDB Group Germany GmbH/Hamburg |
Junior Art Director |
| Nicolas Berg |
DDB Group Germany GmbH/Hamburg |
Junior Copywriter |
| Sönke Bruns |
DDB Group Germany GmbH/Hamburg |
Client Service Director |
| Petra Ahrens |
DDB Group Germany GmbH/Hamburg |
Senior TV Producer |
| Ilka Kunz |
DDB Group Germany GmbH/Hamburg |
Group Head Print Production |
| Frank Papenbroock |
blmfilm GmbH |
Director |
| Katrin Weber |
blmfilm GmbH |
Producer |
| René Richter |
blmfilm GmbH |
Camera |
| Andreas Drewling |
Loft Hamburg |
Music |
| Paul Holaschke |
IKEA Austria GmbH |
Marketing Manager |
Brief Explanation
By sending this impressive proof of IKEA quality to our proud kitchen buyers as a personalized mailing directly after their purchase, we not only showed appreciation for their purchase and promoted quality: We also whet their appetite for more long lasting IKEA products with the same amazing IKEA warranty. With our call to action, right inside the mailing, our costumers where easily triggered to check out and buy more of our long lasting IKEA products.
Creative Execution
We wanted to show: IKEA has more than beautiful design. It also has great quality! That’s why IKEA grants a 25-year warranty on one of its most used and popular products: IKEA kitchens. But: nobody knows about this 25 years warranty. The brief was to change the low quality perception and to communicate the 25-year warranty as proof.
By making the Stål Kvitto available for all buyers of an IKEA kitchen and sending them our Stål Kvitto shortly after their purchase, we turned an inherent part of IKEA, the receipt, into a solid proof for quality. A unique piece of advertising, which re-invented the traditional receipt. turning it into a brand-building piece of media.
Results
With our idea, we created not only a driver for sales: but also changed the quality perception of IKEA quality, with existing and new customers.
By making the Stål Kvitto available for all buyers of an IKEA kitchen, we sparked a nation-wide discussion about IKEAs great quality with rising numbers of kitchen buyers every day.