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. Labels named with catchy words and “IKEA” ชอบแกร่ว I(chob)kraew
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:

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. Product display at Paragon Parc
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 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. To create of privilege and create customer loyalty Activities
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