December 15, 2006
IKEA “Gotcha!”
Brand: IKEA
Agency: Aerodeon <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
Partners: Target Youth
Duration: 17.11.2006 – 31.12.2006
GOAL: IKEA aims to create interactivity with target consumers through its catalogues and thus to provide long-term usage of the catalogues. Besides, it is desired to attract attention to IKEA products on television and create perceptional selection about the products.
SOLUTION: Participants are invited to watch the TV programs more careful, and when they see any IKEA products on television, they should find the name of the product at their IKEA catalogue and text it to 3161, with the name of the program, the channel, the broadcasting time, their name and with the district they participate from. Every 50th person of the first 30.000 participants wins IKEA gift coupon of 25 YTL (app 15 USD); every 5th person wins free coffee and cake at the IKEA restaurant.
RESULTS: Campaign still goes on. However, the information gathered has been started to be processed and used by Ikea media planning.
