IKEA Cross-stitched mailer
IKEA
Issue 41 | December 2016
Agency
LIDA
Creative Team
Executive Creative Director Nicky Bullard Creative Director Vaughan Townsend Copywriter Dan Wright Art Director Andy Preston Designer Mirjami Qin Dan French
Other Credits
IKEA Family Lead – Marketing & Communications Danielle McManus Planner/CSU Director Mily Williamson
Date
October 2016
Background
IKEA wanted to drive some of their most valued FAMILY members to a website, where they could download a £5 voucher if they chose to opt in to email communications. Data suggested that they became even more valuable when they were opted in to both mail and email. This was especially true of the highest value segment within IKEA FAMILY.
Idea
In response to the challenge to "send an email with no email address", the first fabric cross-stitched email was mailed out to this select group. Designed to show how much they were appreciated, it also was intended to show how different IKEA was to other retailers. The aspiration of the piece was that recipients would see it as a keepsake when it would become a permanent reminder of the role IKEA played in their home-making.
The Home Sweet Hem sampler featured a unique url prompting recipients to go online, update their details and receive a £5 coupon to use in-store.
Results
The campaign has only just rolled out.
Our Thoughts
How often do we say it? Spend peanuts and you get monkeys. Spend a bit of money and you get the high-rollers.
This is a delightful piece because a client somewhere in IKEA has seen the long game. There will be no immediate bottom-line returns for this mailing but over time it may turn out to have been worth many hundreds of thousands of pounds in terms of sales made through email offers.
A few readers have queried why we feature DM in Directory. The reason is, it works. And, unless you believe advertising is for creating pseudo art rather than for commercial gain, then you will value mail for what it can do.
Also, creatively speaking, there are so many rules there to be bent, if not broken. For instance, every letter is written on paper. Well, here's one that isn't.