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

Name	Company	Position
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.