| Title | IKEA STÅL KVITTO |
| Brand | IKEA AUSTRIA |
| Product/Service | IKEA METOD KITCHEN |
| Category |
C03. Other Consumer Products (incl. Durable Goods) |
|
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 |
The Brief
We wanted to promote and demonstrate: IKEA offers more than beautiful design. IKEA also offers 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-year warranty, that’s also granted on many other products. The brief was to change the low quality perception and to communicate the 25-year warranty as proof as well as to turn existing IKEA clients into brand advocates and make IKEA quality and the 25-year warranty on many products “talk of the town” with a minimal budget.
Campaign Success
By sending this impressive proof of IKEA quality to our proud kitchen buyers as a mailing, we not only appreciated their purchase and promoted quality: We also whet their appetite for more long lasting IKEA products with our amazing IKEA warranty. With our call to action, right inside the mailing, our costumers were easily triggered to check out and buy more of our long lasting IKEA products on our website. In addition we also announced the Stål Kvitto on our website and social media channels.
Describe the success of the promotion with both client and consumer including some quantifiable results
By making the Stål Kvitto available for all buyers of an IKEA kitchen, we not only sparked a nation-wide discussion about IKEAs great quality with rising numbers of kitchen buyers every day, but also a unique piece of advertising, which whet the appetite for long lasting IKEA products and ignited a love for IKEA quality.
Explain why the method of promotion was most relevant to the product or service
By sending this impressive proof of IKEA quality to our proud kitchen buyers, we not only showed appreciation for their purchase and promoted quality: We also whet their appetite for more long lasting IKEA products. With our call to action, right inside the mailing, our costumers where triggered to check out and buy more of our long lasting IKEA products. In addition we also announced the Stål Kvitto on our website and social media channels.