IKEA has been bringing us the vision of the home for decades, and since last year it has been bringing us its products as part of the “Click and Collect near you” service. The idea of the service itself is to enable customers to get the desired products at a low delivery price without going to an IKEA department store. Five locations were chosen, for five pick-up points, and the agency GRAY was tasked with letting everyone know how IKEA is now reaching them.
They started from the fact that IKEA, which has been a host in its department store for years, is now hosting guests and they announced it to everyone with the message: Here we are at your place!
We know what it means to be a good guest. First, we know that it is necessary to adapt to the hosts, learn basic things about them, find potential common themes and show respect by showing interest in the things that matter to them. Second, we know that you don’t go to a guest house empty-handed.
That’s why they decided to present the products that they will bring to them, but in a way adapted only to them. They learned everything about Čačak, Leskovac, Pančevo, Kragujevac and New Belgrade… about their legends, sayings, important places… Then they created sound and memorable associations that connect IKEA products with iconic things related to these cities.
Thus, the Kragujevac Airport (Municipality) became the runway on which the GRADVIS flower pot lands; they found a STRANDMON guest arriving at the New Belgrade side of the bridge; DRÖNA boxes were brought to the heart of Šumadija…
In this way, the citizens of those cities were emotionally triggered, and then they switched to geolocation targeting. They marketed creatives digitally and reached new hosts. They welcomed them with open arms. Both SIVO creative solutions and IKEA products at pick-up points.
Later, they transferred the same recipe to the Croatian market. They started by googling everything about Varaždin, Čakovec and Slavonski Brod, and then they created unbreakable associations between these cities and our products: such as that the INGATORP table is ideal for serving Varaždin klipič, or that the KALLAX is ideal for books and the Međimurje winter house, and that the POKAL perfectly quenches thirst after kulen. As with us, they were welcomed here with open arms.
Source: Marketing Mreža by marketingmreza.rs.
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