Team

Goldberg, Marchesano

Timeline

90 days

Role

Copy chief, writer, producer

Objectives

Introduce IKEA and their DIY concept to the U.S by developing a cohesive multimedia campaign. This was to include one television spot, rotating radio spots, newspaper, and outdoor advertising to raise brand awareness, build traffic, and meet sales projections for the grand opening.

Process

• Selected the creative team and immerse members in the brand

• Developed an overarching concept to drive brand awareness

• Prepared a spec campaign with the creative team and present to the stakeholders

• Collaborated with production department and producers to establish timelines

• Sent out RFP to production companies and printers

• Cast talent for broadcast and models for print

• Worked with production house and director to coordinate talent, schedules and set design

• Selected music and wardrobe

• Shot commercial, photography session, and record broadcast soundtrack

• Worked with post-production company to finalize broadcast; approve print layouts

• Released campaign across all media

Impediments

The client was clear about avoiding the DIY/flat box aspect of their product, insisting instead that the campaign be focused on the quality of the furniture and the unique shopping experience. The agency principals disagreed, pushing to build a concept around the flat box. The art director and I developed a solution that satisfied everyone, approaching the principals with eight spec :30 television spots; only one of these featured the DIY/flat box.

Results

• Upon presentation, IKEA approved the production of seven of the television spots, along with the proposed print and radio that completed the campaign

• Grand opening sales were double projections

• The campaign won a Clio, Addy Best in Show (regional), Addy First Place (national), The One Show Gold Pencil, and one spot (“Mobelfakta”) was entered into the Clio Hall of Fame