New IKEA catalog introduced a wider audience in an unusual format. In addition to the traditional methods of promotion, was also organized and large-scale event in the Park Arts "Muzeon". Nicholas Jonsson, Marketing Manager of IKEA in Russia, explains that thus expressed a new advertising strategy of the company.
Each parent wants only the best for their child, of course, this also applies InteriorBut who can say with certainty, the dream of children? The project authors believe - you need to give your child the freedom of expression, and the task of adults in this case - to provide enough room for creativity!
The advertising campaign launched in the park art "Museon" allowed young talents to express their idea of how to look ideal home... The festival began with a so-called talk show, hosted by Mikhail Shats and his daughter Sophia. “Living with children in the same house” is a topic discussed on the “program”.
The next three days the park was a creative workshop. Children led by their "star" observers, which included singer Glucose, writer Grigory Oster, actress Marina Kazankova and many others participated in the creation infomercial IKEA. Young talents the opportunity to play not only in advertising, but also to write a story for her.
The purpose of the event, in the words of head of marketing, in direct interaction with consumers. Thus, customers can get acquainted with IKEA closer, learn about its true values. Nicholas Jonsson believes that such manifestations: public, open - cause the greatest trust from potential buyers.
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But advertising campaign does not restrict the conduct of the festival, 13 August was also launched digitalPlatform. A little bonus for owners of smartphones was the new feature in the application "IKEA catalog"Using it can" beat "the room in virtual mode.
Full range of activities was organized thanks PR-agentstvu MintAs well as advertising agencies Instinct, EMG, MEC. According to Mr. Jonsson, cooperation corporation with its advertising partners has long-term character. IKEA is pleased with the results of their work, therefore, about cooperation with others PR-agentstvami not out of the question.
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IKEA brand tried to develop regardless of the economic situation in the company. Funding marketing projects grows over time, as well as the business itself.
In general, IKEA today is a recognizable and respected brand. He is endowed with unique Swedish features, creativity, but also modesty. Nicholas Jonsson is confident that in the future IKEA will retain its high positionsAnd changes will only ways through which the company will be able to communicate with the consumer.
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