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EPICA Awards 2009 - Personal Inspiration Guide

Personal Inspiration Guide

Issue 14 | March 2010

Agency

Lemz, Amsterdam

Creative Team

Creative Director: Peter de Lange, Art Director: Kim Nieuwenhuijs, Copywriter: Madelon Uljee, Account Director: Wauter Ketelaar

Background

IKEA believe that everyone has the creativity to make their home look beautiful. But sometimes even the best interior designers need help. The challenge was to create the tools to allow people to be inspired by the possibilities.

Idea

Just as you use tearsheets in brainstorming sessions, so IKEA encouraged visitors to the site to ‘tear’ images and pages from the online catalogue and upload them into their own personal inspiration guides. Other visitors could comment on the ideas – and the guide itself was mailed, free, to the family who had created it.

There was also the chance to win €500 of IKEA goods by taking part.

Results

10% of all participants visited the store and bought more than the average. There were 220,000 visits to the site and 187,000 unique visitors. 16,650 inspiration guides were created leading to a 10% increase in brand awareness and a 4% increase in ‘products I am proud of’.

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