December 15, 2006
IKEA CATALOGUE Campaign
Brand: IKEA
Agency: Aerodeon <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
Partners: Target Youth
Duration: 06.10.2006 – 15.11.2006
GOAL: The IKEA catalogues are prepared in detail with an intensive work and distributed to homes at the beginning of the season. The aim of IKEA was to provide long term usage of the catalogues which includes detailed information about the IKEA products.
SOLUTION: The catalogues have been distributed to customers with bookmarks placed in the first page. Participants texted passwords on the bookmarks with the name of the IKEA product that they liked most, their name, and address, in order to take place in the prize draw. Prizes consisted from Ikea gift vouchers of various amounts, highest being 5.000 YTL (3.000 USD). Besides, with the “instant win” mechanism every 50th person of the first 50.000 participants won gift coupons for 10 YTL (7 USD).
RESULTS: Redemption rate has been five percent. Most liked Ikea product has been identified as EKTORP. Ikea obtained full list of mostly liked products.
