| Title | THE BIG TIGHTENING DAY |
| Brand | IKEA NORWAY |
| Product/Service | IKEA NORWAY |
| Category |
B06. Use of Events |
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Entrant
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SMFB Oslo, NORWAY
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Idea Creation
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SMFB Oslo, NORWAY
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Media Placement
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MEDIACOM Oslo, NORWAY
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PR
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SMFB Oslo, NORWAY
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PR 2
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TRIGGER OSLO, NORWAY
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Production
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SMFB Oslo, NORWAY
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Production 2
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STIR Oslo, NORWAY
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Additional Company
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JCP COMMUNICATION AS Oslo, NORWAY
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Additional Company 2
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IKEA NORWAY Billingstad, NORWAY
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Credits
| Pia Ølstad |
SMFB |
Creative |
| Linus Hjellström |
SMFB |
Creative |
| Alexander Gjersøe |
SMFB |
Creative |
| Hans Magne Ekre |
SMFB |
Creative |
| Mari Engen |
SMFB |
Account manager |
| Kristian Kristiansen |
SMFB |
CEO |
| Hanne Danielsen |
SMFB |
Content manager |
| Tobias Lien |
IKEA Norway |
Marketing manager |
| Sveinung Arnestad |
SMFB |
Creative |
| Cathrine Boije |
IKEA Norway |
Marketing manager |
| Kristian Willanger |
IKEA Norway |
PR manager |
| Maria Oljemark |
JCP Nordic |
Producer |
| Anniken Sletten |
JCP Nordic |
Account Director |
Why is this work relevant for Media?
By taking Black Friday and turning it around to be something else entirely – IKEA utilized an already existing event as a launching pad for making their own special day: The big tightening day. An event taking place at every IKEA store in Norway, instead of Black Friday.
Background
Black Friday has exploded in Norway the last six years. In 2017 a population of only five million Norwegians spent more than 32 billion US dollars within 24 hours! Crazy numbers. Market research done by Opinion, shows that more than 360 000 Norwegians actually take time off from work, to hunt down Black Friday offers instead.
Describe the creative idea/insights
The idea was to replace Black Friday at IKEA with a brand new day: The big tightening day. Inspiring Norwegian's to tighten their furniture instead of buying something new. Most people forget to tighten their IKEA furniture after they've used them for a while, making the furniture appear as of lesser quality than it is.
Through personal interviews done by IKEA, Norwegians express growing resistance towards Black Friday. So even if sales on this day are increasing, our strategy was that a different angle would get a positive reaction.
Describe the strategy
The event is not a one-off, but something IKEA Norway means to do on every Black Friday for the foreseeable future. By declaring that IKEA has quit Black Friday for good, it became a much stronger message. Also, the sustainability message of repairing, not selling, implies taking a (financial) risk and would increase IKEA's credibility.
We wanted to target most Norwegians, starting with the near 1 million IKEA Family members (from a population of 5 million!). But we also spent time specially targeting environmentally engaged people and organization, triggering them to spread the word. We used digital, owned and social channels to convey the message.
The call to action was simple and clear: Tighten your furniture, and it will last for longer.
Describe the execution
We took our whole media budget and spent in on this new day instead: The big tightening day. A day celebrated in all IKEA stores across the country! We started off with a newsletter to the IKEA Family fanbase, and the message was immediately picked up by the media, and the response in social media was overwhelmingly positive. We then followed up with Facebook ads, films in Youtube and IKEA's own channels. The campaign kicked off 14 days prior to Black Friday, and ended the day after – leaving behind a debate that lasted for several weeks.
List the results
The message was perceived as close to IKEA's core business. More people connected IKEA to sustainability after this campaign.
The shopping experience at IKEA this day was received way better than when having "wild offers".
Opening rate on email newsletter was a record high 32,4%, meaning it was read by more than 300.000 people (population: 5 million).
Visitation at IKEA.no rose to an index of 109 (yearly goal: 105).
FB ads reach: 1,1 million, spending only 25 000 USD (CPR way lower than benchmark).
Instagram posts: reach 160.000 people / 200.000 views, organic only. The best achieved posts for IKEA ever.
Coverage in most national news media, also TV2 and NRK, the most important TV broadcasters. Total media effect due to PR: over 1,5 million people reached.
Most important, it sparked a debate in parliament on how to get people to repair and reuse – using IKEA as prime example!