| Title | EVERYDAY HEROES |
| Brand | IKEA GLOBAL COMMUNICATIONS |
| Product/Service | DEPARTMENTS STORES |
| Category |
C03. Other Consumer Products (incl. Durable Goods) |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Agency
|
BE ON Stockholm, SWEDEN
|
|
Production Company
|
ANONYMOUS CONTENT Culver City, USA
|
Credits
| Adam Ulvegärde |
Forsman/Bodenfors |
Art Director |
| Joakim Labraaten |
Forsman/Bodenfors |
Copywriter |
| Martin Joelsson |
Forsman/Bodenfors |
Designer |
| Olle Victorin |
Forsman/Bodenfors |
Account Supervisor |
| Katarina Klofsten/Maria Hallenborg |
Forsman/Bodenfors |
Account Director |
| Jens Odelbring |
Forsman/Bodenfors |
Agency Producer |
| Peter Gaudiano/Jimmy Wulff |
Forsman/Bodenfors |
Digital Agency Producer |
| Joachim Back |
Anonymous Content |
Director |
| Brian Quinlan |
Anonymous Content |
Producer |
| Jan Velicky |
Anonymous Content |
D.o.p |
| Jeppe Bodskov |
Anonymous Content |
Editor |
| Eric Stern |
Anonymous Content |
Executive Producer |
The Brief
The brief was to support all markets with content supporting this year's
theme 'Bed & Bath' and promote IKEA's wide product range. To do so we
launched the concept of 'Everyday Heroes' and launched an account on
Twitter (@everydayhero365) where the IKEA products that never are in
the limelight got to speak their mind and share everyday life stories.
Campaign Success
The toilet paper holder. The clothes hanger. The bath mat. Without
thinking, we rely on them daily and it's not until they're gone that we miss
them dearly. Unlike furniture we proudly place in the center of a room for
people to gather around and admire, the life of an everyday hero is
secluded and sometimes, quite dreadful. But still, day in and day out,
they do their best to improve our lives at home. To give these products
the recognition they deserve we gave them a voice to speak their mind
and share their everyday life. The campaign was launched in March
2015 and is ongoing. Each week a new product takes over.
Describe the success of the promotion with both client and consumer including some quantifiable results
Over 25,000 people engaged with our Everyday Heroes on Twitter,
generating over 4 million social impressions and hundreds of editorials
globally.
Explain why the method of promotion was most relevant to the product or service
To promote IKEA's wide range of products we created a shared account
on Twitter (@everydayhero365) for the products that never get the
attention they deserve. One week at a time, neglected products such as
the toilet brush, clothes hanger and the bath mat, took turns speaking
their minds.