24 hours agency event organizer. ikea sb furniture koncept
TRANSCRIPT
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24 hours Agency Event Organizer
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IKEA
SB furniture
Koncept
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Our target is
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IKEA stands for
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IKEA stands forOur target is
BIG IDEA
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IKEA, It’s my choice
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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
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Guerilla marketing (Phase 1)
Date: 1 Nov – 15 Dec 2008Time: All dayLocation: All over Bangkok (in business and busy areas)
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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”• ชอบแกร่�ว I(chob)kraew ชอบเกา I(chob)kaw ชอบโก I(chob)koh ชอบก��ก I(chob)kookkik• Labels are pointing at same
direction to IKEA product located under it
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Press Conference
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Date: 12 Nov 2008, WednesdayTime: 10.00am – 12.00pm (to avoid high traffic hours)Location: Centara at Central World
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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
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Premiums for Press
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Premiums for Press
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Guerilla Marketing (Phase 2)
Date: 21 Nov 2008, WednesdayTime: 5.00pmLocation: All over Bangkok
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Goal• To make people aware of IKEA and understand more about our
conceptAction• 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 staffsRationales• A large numbers of eyeballs and media
attention • Low expenses• They will stick to people’s minds • IKEA friend to IKEA fan
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Customers Activation
IKEA website“Be Me” Parties
Product display at Paragon Parc
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Internet• Website• Group in Hi5 and facebook• Ticket Holder for IKEA grand opening
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“Be Me” Party
Date: 29 Nov 2008, SaturdayTime: 8.00pm – 12.00pmLocation: Mokka Since 1964Dress code: “My Best Choice”
Guests: 150 people of potential customers and opinion leaders such as celebrities
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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
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Mokka
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PRODUCT DISPLAY
Date: 8 Dec – 15 Dec 2008Time: All dayLocation: Paragon Parc
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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
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Grand Opening
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Date: 13th December 2008Time: 10.00am – 10.00pmLocation: 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.
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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
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• 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
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“Be Me” Party 2Date: 27 Dec 2008, SaturdayTime: 8:00pm – 12:00pmLocation: Mokka since 1964Dress code: “My Best Choice”
Guests: 150 potential customers
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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
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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