Snap A Napper
IKEA
Issue 25 | December 2012
Agency
LIDA
Creative Team
Andy O’Carroll, Spencer White
Production Team
Director: Kit Lynch-Robinson Production Manager: Chris Cannacott Developer: Karl Courtney
Other Credits
Planner: Rory Smith Group Account Director: Jonathan Goodman Account Director: Angie Perrett Account Manager: Amelia Vaughan
Date
April 2012
Background
IKEA was known for affordable, stylish home furnishings but were not considered first choice for mattresses and beds, traditionally territory of specialist retailers.
The brief was to position IKEA as sleep experts and to show IKEA FAMILY members (loyalty card holders) that IKEA had everything they needed for a perfect night’s sleep.
Idea
If you’ve ever nodded off during the day, then woken up with drool dribbling down your chin, chances are you probably had a poor night’s sleep.
Lida highlighted this embarrassing scenario and IKEA’s sleep expertise by devising a Snap a Napper competition.
To win a ‘dream bed makeover worth £1,500’ an IKEA Family Member had to do was take a photo of someone asleep in the daytime. When they uploaded the snap of a napper, a post appeared on their Facebook wall urging their friends to vote. The snap with the most votes won.
An online film promoted the competition, featuring people visiting The Land of Nod when they shouldn’t. And an email raised awareness of IKEA bedroom products. Both drove people to the Snap a Napper Facebook competition page.
Results
The email drove an extra 4,379 IKEA FAMILY members to visit the store.
That’s 98% more incremental visits and 112% more incremental sales than the average IKEA email.
This was by far IKEA’s best email to date, outperforming the next nearest email by 47% on incremental visits and 43% in incremental sales.
In terms of awareness and engagement: over 44,000 people viewed the film. And many commented and liked it on Facebook. 3,842 new Facebook fans were added.
147 nappers were snapped. 13,650 people visited the Snap a Napper Facebook page.
All of which allowed the client to have sweet dreams too.
Our Thoughts
A lot of advertising campaigns beat their chests and demand that people see how damn big they are. Big production values, big spend, big star. And that’s why I like this idea a lot because it’s low-key. For starters, £1,500 as a lure is pretty insignificant but to the loyalty card-holders who got the email, it made the competition seem small and easily winnable. It also made them feel part of a community. And IKEA seem more personable and more approachable.
There is a good argument that says big ideas are only for CMO’s with big egos and a better way to build brands and drive sales is by thinking small and local and this is a great example of that, generating over half a million quid for rather less than a tenth of the takings.