Swag U
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Transcript of Swag U
“Swag U”
for
Past IKEA Marketing
“Unböring” 2003
“Tidy Up” 2006
“Embrace Change” 2009
Target Market
• College students!• Ikea hasn’t previously had a full-length
advertising program that has engaged this market
• What are their furniture/décor buying habits and attitudes towards IKEA?
Research FindingsRank Living Space Concern
1 Comfort
2 Design
3 (None)
4Organization/tidiness, Space Availability
5 Lighting
Rank Product Attribute
1 Affordability
2 Design
3 Durability
Rank Store Attribute
1 Variety of products
2 Delivery/assembly options
3 Store experience
4 Helpful store personnel, Convenience (location)
Affordability Quality Design Appeal.00
.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
IKEA ratings
Ratin
g (1
-5; 1
=Lea
st a
fford
able
/wor
st
qual
ity/l
east
app
ealin
g de
sign)
Male Female0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Enjoyment of shopping for furniture/decor and Gender
Ratin
g (1
-5; 1
=Not
at a
ll)
What does it all mean?
• Comfort, affordability, variety, design• Men do not enjoy furniture shopping • Also: College students don’t like to be told
what do to– Ikea needs a more engaging strategy that doesn’t
shout “Go buy furniture!” in their face….
Brief• Key fact:
– IKEA has an assortment of styles at affordable prices • Problem:
– Furniture shopping for college male students is mostly necessity-based• Objective:
– To instill the desire for furniture/décor shopping beyond the level of need• Target consumer:
– Men and women – College students – Price-conscious
• Key benefit: – IKEA will up your swag
• Support: – IKEA’s low prices and variety of designs, which makes “swagging up” both easy and
affordable for the target market
“BIG IDEA”
How will we communicate this idea?
Storytelling“
“Swag U”
Guy-who-doesn’t-shop-for-furniture
Girl-who-knows-what-she-wants-and-knows-how-to-get-it
• Sven: Just entered college, finds that he must “up his swag” in order to attract several love interests.
• Jen: Helps Sven by providing him with her knowledge and experience with room furnishing and design.
• The story will follow Sven through his college career, from living on campus to off campus, and will end with him graduating and passing on this knowledge to his younger brother, who will then be entering college.
Swag U
Campaign Development
1. Capture Attention2. Maintain Interest3. Play out the Story through Interactive Media and
Direct Marketing4. Support with Campus Events, Installations,
Contests5. Conclude Story
Duration: July-May 2011
THE STORYSwag U
Boy meets girl?
Sven
The Mom
The Comedian
The Artist
The Athlete
The Goth
The HOT chickJenn
The Party Animal
The Model
Timing
Story development
WebisodesTVPrintOnlinePRGuerilla
Month July/August
Media
Capture Attention
Maintain Interest Conclude
December/January
WebisodesTVPrintOnlinePRGuerilla
WebisodesTVPrintOnlinePRGuerilla
April/May
MEDIA PLANSwag U
Media Vehicles
VEHICLEJuly August September October November December January February March April May
TOTALW1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Magazines
Allure 1 1 1 1 1 5Cosmopolitan 1 1 1 1 1 5ESPN 1 1 1 1 1 5GQ 1 1 1 1 1 5Maxim 1 1 1 1 1 5People Weekly 1 1 1 1 1 5
Total in media category 30
Newspaper
College newspapers (185) 2 2 2 2 2 2 2 14
Total in media category 14
Television
Desperate Housewives 1 1 1 1 2 2 2 2 1 1 1 1 1 1 2 2 2 2 32Family Guy 1 1 1 1 2 2 2 2 1 1 1 1 1 1 2 2 2 2 28Gossip Girl 1 1 1 1 2 2 2 2 1 1 1 1 1 1 2 2 2 2 28Sunday Night Football 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 20Two and a Half Men 1 1 1 1 2 2 2 2 1 1 1 1 1 1 2 2 2 2 108
Total in media category 216
Outdoor
Campus representatives 1 1 1 1 1 1 1 1 1 9Campus window installation 1 1 2Campus room installation 1 1
Total in media category 12
Interactive
Video production costs 1 1Iphone App 1 1 1 1 1 1 1 1 1 1 10Google 1 1 1 1 1 1 1 1 1 1 10Pandora 1 1 1 1 1 1 1 1 1 1 10Youtube channel 1 1Youtube banner ad 1 1 1 1 1 1 1 1 1 1 1 11
Total in media category 43
TOTAL 30
Internet
Television
Magazines
Newspaper
CREATIVESSwag U
My new EKTORP sofa is very comfortable, ladies ;) :P
Thank you, IKEA for last night ;)
20% offBring this to IKEA on your next visit along with your Student ID.Valid before 1/15.
Campus Rep
Mags, Newspapers, Catalog
Up ur swag. Swag U.\