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The new catalogue is here - waiting has an end!

  • Unusual live campaign with the internet as basis medium.

    Facts & Figures

    Client
    IKEA Deutschland GmbH & Co. KG
    Creative agency
    Nordpol Hamburg
    Length of campaign
    21.8.08 – 10.9.08
    Target group
    Complete reach

  • Mission

    Sparking a high level of interest in the announcement of the new IKEA catalogue within the shortest time in a wide target group.

  • Initial Situation

    The catalogue is the core element for customer loyalty and marketing strategy at IKEA. The new catalogue for the following year was published in autumn 2008. For Germany alone, IKEA had almost 30 million copies printed and distributed them to about 70% of all households. (Source: IKEA)

  • Realisation

    Together with the experts of United Internet Media, an innovative communications concept was developed for realising the idea comprehensively and in the complete reach on the portals of WEB.DE and GMX. The main point of the idea was integration of the real-time transfer into the various advertising media. The reach of the campaign website www.warte-bis-september.de was therefore directly expanded at the start by the reach of the portals.

  • Results

    • Greater degree of recognition through the absolute live character
    • Unusually quick awareness thanks to the real-time advertisement
    • Effective placement on special interest environments and log-out pages led to higher absorption of the target group
    • Eye-catching advertising media and more interactive forms of communication awaken the curiosity of the users

  • Conclusion

    The strategy - developing awareness as quickly as possible - was successful: Within the first 24 hours, the WEB.Buster with integrated live streaming generated more than 100,000 clicks. More than 40 million contacts were generated across all of the advertising media that were used during the campaign period within the shortest amount of time. In terms of quantity, this put the campaign in the area of TV reaches. However, it offered the decisive advantage in terms of quality through direct linking to the IKEA website, which led to a massive and promotionally effective distribution of the desired advertising message of IKEA and increased the efficiency of the booking.
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