CLIENT
IKEA TAIWAN
夏启文, 行销总监
宋昀霖, 行销企划
许佳琳, 外部传播沟通经理
AGENCY
叶明桂, 副董事长
巫家慧, 策略总监
李崇銘, 副创意总监
蒋依洁, 创意总监
许慕屏, 业务协理
高于婷, 资深策略规划
黄文禛, 业务总监
SUMMARY
40% of Taiwanese think IKEA is not affordable. While competitors focus on low-price discount, the challenge is to change people’s perception from Nordic’s expensive price to affordable. When people shop, 5-sense experience is more persuasive than displaying price directly. Therefore, IKEA created a new business model and launched 100-dollar store in the night market, transforming high-end products image to affordable, reachable, and could be bought frequently. The store ‘s product, price, place and never-discount marketing strategies are different from other pop-up shops. The campaign successfully made a great impact on brand perception of affordable, also achieving sales growth by 2.5 times, media in Taiwan even praised it as the best business model ever.
