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Winter is coming

basics
Industry: Retail & Distribution
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
IKEAs furry SKOLD and LUDDE rugs are a staple in homes across the world, but even IKEA was surprised to learn that they are also an integral part of Jon Snow and the rest of the nights watch costumes in the HBO hit series Game of Thrones. As the internet was all hung up on this news, IKEA Norway wanted to respond to it in a charming IKEA way, and challenged us to make a fast response in social media to earn some attention and engage both our own fans as well as fans of Game of Thrones.
Strategy
Our real-time response strategy for IKEA is about choosing the right moments for immediate action. Not to jump on every occasion where we can make a joke, but to always respond quickly when we can be relevant in the discussion and truly benefit from it in a good way. In this case, we decided quickly that the news definitely fitted those criteria. Our approach was to react to the news as soon as possible. Already Wednesday morning (one day in) we we're ready to post, but we decided to wait till the news about the costumes had reached Norwegian mainstream media, as Norwegian consumers was the main target audience for this response. The call to action was of course to try and make the costume yourself, and in social media we received several images of people doing just that. They also shared and engaged in the post heavily.
Relevancy
This job belongs in the Direct category, as it clearly is relationship-building creativity for IKEA. The original post on IKEA Norway's Facebook page went viral as a result of people engaging with the brand and sharing our image, simply because they liked it. As one of the worlds biggest furniture retailers, it's not a given that we can make branded creativity that people actually want to be a part of and share with their friends
Outcome
53.000 web pages from 115 countries mention our campaign, among them CNBC, Esquire, Time, Glamour, Mirror UK, Fortune and Vogue. Just these seven websites have over 200 million readers every month (all of these also put the story on their social media sites). The depth of the story was also immense, with 11.000 articles written about it. It peaked not only for a day or week, but actually had great coverage for over 3 weeks. Estimated media impressions were 6.45 billion, with an estimated media value at 18 million USD. Sheepskin rugs, a product that usually has a peak of interest during Christmas and mid winter season, had it's highest peak ever - during the summer month of August with a minimum 25% increase in online searches globally. The increase was even bigger in markets like the UK and US.
Execution
The possibility to carry out this response was identified on Tuesday morning, the 8th of August, and we started production and approval immediately. According to our strategy, we waited to post till early afternoon Friday, when most Norwegians had heard the news and could understand the joke. We put the post up with no boost on Instagram, and with a little boost on Facebook – and decided to wait and see what happened. Over the weekend it exploded and reached across the whole world without any more help from us.
CampaignDescription
We released a brand new IKEA manual, for making your own version of the costume. The well known "assembly man" explains how to make the Night's Watch costume from the IKEA SKOLD or LUDDE rug. In the end, he even resembles Jon Snow. The three steps are simple and obvious, aiming to charm our way into the the hearts of the devoted Game of Throne's fans. The look and feel of the creative is unmistakably IKEA, no one else could have responded to such news in this particular manner. It's something that people understand and relate to, just put into a whole new context.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Digital & Social > Real-time Response
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