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24 hours Agency Event Organizer

24 hours Agency Event Organizer. IKEA. SB furniture. Koncept. Our target is. IKEA stands for. Our target is. IKEA stands for. BIG IDEA. IKEA, It’s my choice. Goals To introduce IKEA To make it in consumer’s evoked set of mind Objectives

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24 hours Agency Event Organizer

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  1. 24 hours Agency Event Organizer

  2. IKEA SB furniture Koncept

  3. Our target is

  4. IKEA stands for

  5. Our target is IKEA stands for BIG IDEA

  6. IKEA, It’s my choice

  7. Goals • To introduce IKEA • To make it in consumer’s evoked set of mind • Objectives • To get 2,000 people go to IKEA Grand Opening day • To have 200 news clipping from various type of media

  8. Guerilla marketing (Phase 1) Date: 1 Nov – 15 Dec 2008 Time: All day Location: All over Bangkok (in business and busy areas)

  9. Goals • To stick the name “IKEA” in audiences’ mind • “IKEA, It’s my choice” • Activate customer participation • Execution • Mock-up of street sign • Labels named with catchy words and “IKEA” • ชอบแกร่ว I(chob)kraew ชอบเก๋า I(chob)kaw ชอบโก้ I(chob)koh ชอบกิ๊ก I(chob)kookkik • Labels are pointing at same direction to IKEA product located under it

  10. Press Conference

  11. Date: 12 Nov 2008, Wednesday Time: 10.00am – 12.00pm (to avoid high traffic hours) Location: Centara at Central World

  12. Who will be invited: • Magazines: Living room, Wallpaper, Lifestyle, Bk Magazine, A Day, Elle Décor, Praew, Sud Sup Da, Bann lae suan, Instyle, Bazaar • Newspapers: Sunday Bangkok Post, Thai Rath • Television: “Chic Channel” TrueVision, “iTeen” channel 5, “Design World”channel 9 • Internet: www.pantip.com, www.dek-d.com, www.mthai.com, www.manageronline.com, www.furniture.co.th, www.furniture-dd.com

  13. Premiums for Press

  14. Premiums for Press

  15. Guerilla Marketing (Phase 2) Date: 21 Nov 2008, Wednesday Time: 5.00pm Location: All over Bangkok

  16. Goal • To make people aware of IKEA and understand more about our concept • Action • FREEZE!! • 75 volunteers wearing our shirt • Paragon Parc • Schedule • 5.00 pm - Our volunteers will be walking around as ordinary people • 5.05 pm - All the volunteers will freeze-posing with IKEA product in their hands • 5.10 pm - They just leave • Then – Brochures & catalogs will be spread by our staffs • Rationales • A large numbers of eyeballs and media attention • Low expenses • They will stick to people’s minds • IKEA friend to IKEA fan

  17. Customers Activation IKEA website “Be Me” Parties Product display at Paragon Parc

  18. Internet • Website • Group in Hi5 and facebook • Ticket Holder for IKEA grand opening

  19. “Be Me” Party Date: 29 Nov 2008, Saturday Time: 8.00pm – 12.00pm Location: Mokka Since 1964 Dress code: “My Best Choice” Guests: 150 people of potential customers and opinion leaders such as celebrities

  20. Goals: • To measure the success of campaign • To create of privilege and create customer loyalty • Activities: • Dress code encourages attendants to express themselves • A small gathering party • Product trial • Dinner Buffet and drinks • Soft listening music by Lipta

  21. Mokka

  22. PRODUCT DISPLAY • Date: 8 Dec – 15 Dec 2008 • Time: All day • Location: Paragon Parc

  23. Goals: • To create positive attitudes • To give out information • Activities: • Product displays • Product trial • Hand out brochures • Hand out IKEA catalog • IKEA employees will be answering any questions

  24. Grand Opening

  25. Date: 13th December 2008 • Time: 10.00am – 10.00pm • Location: IKEA store @ Ladkrabang • Business Press in the morning • Lifestyle Press in the afternoon • Outside parking space be decorated according to festive season or even an interesting sculpture.

  26. Registration • Register to get a one year membership card • 2009 yearly diary • 200 Baht voucher for the IKEA Swedish restaurant • IKEA catalog • schedule of the day

  27. Three wheel cars to take customers to the destination • Schedule are published on the website, brochure and billboards at each BTS station line one week prior the Grand Opening • Phone number are included • Shcedule • 10.00 am : CEO Thailand and CEO Swedish open the store officially • 11.00 am: First round of the “my choice shopping” game • 5 person per one round • Amount of money vary from 2,225Baht, 2,550Baht, 2,995Baht • Shopping in 10 minutes time • The winner gets to take home everything in the basket • 300 Baht voucher • 2.00 pm: Note Udom shopping and decorating his own style room • 4.00 pm: Second round of “my choice shopping” game • 5.00 pm: CEO appears on stage and welcoming all people to see the grand opening show, “IKEA, my choice fashion show” hosted by VJ Ja • The lifestyle media are informed • The fashion show • 8pm: Third round of “my choice shopping” game • VJ Ja will say good bye to all shoppers and thank you everyone for participation • Media Coverage • Architects available • “IKEA, I make my room” • All activities will be shown on the Center point, Paragon screen, Central Chidlom, and Central world

  28. “Be Me” Party 2 Date: 27 Dec 2008, Saturday Time: 8:00pm – 12:00pm Location: Mokka since 1964 Dress code: “My Best Choice” Guests: 150 potential customers

  29. Goals • To measure level of success of the first party and the overall campaign from the numbers of people who register • To create of privilege and create customer loyalty • Activities • Thank You Party • Dinner Buffet and drinks • Soft listening music by Tattoo Colour • Note • Focus more on gaining attendants from website

  30. Recommendation • TV commercials and radio spot • Billboards on BTS and on BTS station • Sales promotions • Product design contests • University program participation • Alcohol brand partner (Spy, Heineken, Smirnoff, etc.) • Evaluation • Numbers of news clipping • Numbers of calls received during IKEA radio spot • Numbers of audiences who already registered on the webpage • Numbers of audiences who join the group in Facebook and Hi5 • Numbers of audiences who attended both of the parties • Numbers of audiences who registered at the Grand Opening

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