This IKEA Christmas campaign is a far cry from perfect.
Ho ho hey! This year everything is going to be perfect: The goose stays moist and juicy, no complaints even from my mother-in-law, the dog behaves itself and nothing goes wrong. That’s the plan, anyway. The reality is a little different. That’s why IKEA is celebrating Christmas 2015 the way it really is: perfectly imperfect. With the slogan “Together we’ll make it festive,” a broad-based launch campaign – developed by the thjnk agency group’s Hamburg branch – inspires people to go easier on themselves during the festive season and remember what it’s really all about: attacking the gingerbread house together, first decorating the tree and then yourselves and, of course, the whole family gathered around the table. In other words, spending quality time with your loved ones.
The campaign was developed in conjunction with all IKEA partner agencies across all media. A TV commercial showed a string of magic moments as a reminder that it’s the little imperfections that make Christmas perfect. It airs on all major TV channels from 2 November 2015, mainly in the 35- and 20-second versions. Additionally, a 76-second version is shown at selected times and is also deployed online along with seven other short videos.
An extensive landing page by GGH Lowe is the digital hub: IKEA.de/weihnachten features product ideas plus plenty of tips and inspiration for a perfectly imperfect yuletide celebration. The campaign is flanked by external online advertising on relevant portals along with a wide range of eCRM measures and brochures.
Vanderlicht developed local media in a matching style and tone of voice, with advertisements, direct mails and postcards highlighting the various aspects that go to make up a relaxed festive gathering. Grabarz & Partner handled CRM communications with IKEA FAMILY members, using inspiring content to explore the overarching concept in greater depth and spark interaction. Razorfish’s social media measures also built on the idea: for the first time, for example, IKEA fans had the opportunity to offer up any free places at their Christmas table.
Everyone wants Christmas to go off without a hitch,” says Bettina Olf, Executive Creative Director at thjnk Hamburg. “But no one remembers the perfect Christmas. We recall the time the tree fell over, or the year there was no powdered-sugar gingerbread house – but the house was filled with powdered sugar. Those are the memories that count.”
The campaign is rounded out by various radio commercials and digital OoH motifs, produced by 27km. thjnk was thrilled to attract American director Lisa Rubisch – who also made the Manifesto video in 2011 – to the project. SOUP Film Berlin handled production.
Responsible on the client side:
Marketing Manager: Heiko Klauer
External Communication Manager: Nina Kirschke
Project Leader Marketing: Anett Gleichner, Tobias Wottke
Responsible on the agency side:
Executive Creative Director: Bettina Olf
Creative Art Senior: Sharon Jessen
Creative Art Junior: Sebastian Körner
Creative Director Copy: Ales Polcar
Creative Copy Senior: Sabine Kuckuck
Creative Copy Junior: Isabella Jacob
Strategist: Stephan Friedrich
Account Director: Verena Harwege
Account Manager Senior: Florian Laufenberg
Art Buying: Susanne Nagel
Responsible on the production side:
Producer: Kristina Albrecht, Hermann Krug (CFS Krug)
Film production: SOUP Film Berlin
Director: Lisa Rubisch
Camera: Rasmus Videbæk
Post production: nhb video
Music: Yessian Music GmbH
Photographer: Oliver Schwarzwald