24 hours Agency Event Organizer

IKEA SB furniture Koncept

Our target is

IKEA stands for

Our target is IKEA stands for 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 2008 Time: All day Location: All over Bangkok (in business and busy areas)

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

Press Conference

Date: 12 Nov 2008, Wednesday Time: 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, Wednesday Time: 5.00pm Location: All over Bangkok

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

Product display at Paragon Parc 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, 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

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 2008 Time: All day Location: 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 2008 Time: 10.00am – 10.00pm Location: 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 2 Date: 27 Dec 2008, Saturday Time: 8:00pm – 12:00pm Location: Mokka since 1964 Dress code: “My Best Choice” Guests: 150 potential customers

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

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