| Title | IKEA – RADIO HITS |
| Brand | IKEA DEUTSCHLAND GMBH & CO. KG |
| Product/Service | IKEA DEUTSCHLAND GMBH & CO. KG |
| Category |
B03. Use of Broadcast |
|
Entrant
|
THJNK Hamburg, GERMANY
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Idea Creation
|
THJNK Hamburg, GERMANY
|
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Idea Creation 2
|
THJNK Berlin, GERMANY
|
|
Media Placement
|
PLAN.NET Munich, GERMANY
|
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Media Placement 2
|
MEDIACOM Hamburg, GERMANY
|
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Production
|
STUDIO FUNK Berlin, GERMANY
|
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Production 2
|
PX1 BERLIN, GERMANY
|
Credits
| Armin Jochum |
thjnk AG |
CCO |
| Stefan Schulte |
thjnk Berlin GmbH |
Managing Director Creation |
| Hendrik Heine |
thjnk Berlin GmbH |
Managing Director Account |
| Sabine Kuckuck |
thjnk Berlin GmbH |
Creative Direction |
| Jonas von Schwedes |
thjnk Berlin GmbH |
Creative Direction |
| Stephan Nürge |
thjnk Berlin GmbH |
Art Direction |
| Rebekka Noemi Hettinger |
thjnk Berlin GmbH |
Art Direction |
| Sophie Kearney |
thjnk Berlin GmbH |
Art Direction |
| Benjamin Waldt |
thjnk Berlin GmbH |
Copywriting |
| Malte Vogt |
thjnk Berlin GmbH |
Copywriting |
| Julia Hener |
thjnk Berlin GmbH |
Account Manager |
| Julia Kottowski |
thjnk Berlin GmbH |
Account Manager |
| Jonas Bergstroem |
Freelance |
Voice/Speaker |
| Julian Maßmann |
Freelance |
Sound Engineer |
Why is this work relevant for Brand Experience & Activation ?
IKEA wanted to increase hits to its online store and in doing so create a memorable, fun and creative experience for its customers using a very offline medium: radio. IKEA Radio Hits was born. These quirky cross medial radio ads appealed to listeners nosiness and made them google the keywords "IKEA, decor & new“. The radio ads activated new and existing customers who ended up on IKEA's online shop after one click. The result: Over 100.000 googled for the keywords and more than 50 % clicked on the links. That is a click-through rate 100 times higher than the average.
Background
IKEA wanted to increase hits to its online store with a very offline medium: radio.
Describe the creative idea
The IKEA Radio Hits. Quirky radio ads that appealed to listeners nosiness and made them google the keywords "IKEA, decor & new".
Describe the strategy
We all know that people are curious creatures especially when it comes to naughty content. We decided to play with that truth. In our radio ad, we merely suggested that if people happened to google the keywords `IKEA, decor and new´ they would come upon a picture of, for example, a `real animal in the bed´. Of course, people couldn’t resist. This smart cross medial approach worked as follows: before the radio ads went on air, IKEA bought the first google hit result for the keywords "IKEA, decor & new" and placed their disguised product links right there. After one click the users ended up on IKEA's online shop. Curiosity may have killed the cat, but it certainly didn't kill sales.
Describe the execution
A smart cross medial approach: before the radio ads went on air, we bought the first google hit result for the keywords "IKEA, decor & new" and placed our disguised product links right there. After one click the users ended up on IKEA's online shop.
List the results
The result:
Over 100.000 googled for the keywords and more than 50 % clicked on the links. That is a click-through rate 100 times higher than the average.