Title | IKEA – RADIO HITS |
Brand | IKEA DEUTSCHLAND GMBH & CO. KG |
Product/Service | IKEA DEUTSCHLAND GMBH & CO. KG |
Category |
E02. Innovative Use of Technology |
Entrant
|
THJNK Hamburg, GERMANY
|
Idea Creation
|
THJNK Hamburg, GERMANY
|
Idea Creation 2
|
THJNK Berlin, GERMANY
|
Media Placement
|
PLAN.NET Munich, GERMANY
|
Media Placement 2
|
MEDIACOM Hamburg, GERMANY
|
Production
|
STUDIO FUNK Berlin, GERMANY
|
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 |
Describe the creative idea
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.
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.