24 hours Agency Event Organizer

IKEA

SB furniture

Koncept

Our target is

IKEA stands for

IKEA stands forOur target is

BIG IDEA

IKEA, It’s my choice

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

Guerilla marketing (Phase 1)

Date: 1 Nov – 15 Dec 2008Time: All dayLocation: All over Bangkok (in business and busy areas)

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

Press Conference

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

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

Premiums for Press

Premiums for Press

Guerilla Marketing (Phase 2)

Date: 21 Nov 2008, WednesdayTime: 5.00pmLocation: All over Bangkok

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

Customers Activation

IKEA website“Be Me” Parties

Product display at Paragon Parc

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

“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

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

Mokka

PRODUCT DISPLAY

Date: 8 Dec – 15 Dec 2008Time: All dayLocation: Paragon Parc

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

Grand Opening

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.

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

• 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

“Be Me” Party 2Date: 27 Dec 2008, SaturdayTime: 8:00pm – 12:00pmLocation: Mokka since 1964Dress code: “My Best Choice”

Guests: 150 potential customers

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

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