CAMPAIGN: IKEA’s ‘flat-pack’ home given licensing boost

Live Smart @ Home – the commercial arm of affordable housing provider, Home – has the exclusive licence to build BoKlok/IKEA properties in the UK and is preparing to sell homes on the first-ever ‘flat-pack’ housing development at Gateshead.

Campaign Launch of BoKlok/IKEA ‘flat-pack’ homes
Client Home
PR Team Home’s in-house PR team
Timescale September–October 2007
Budget Approx £500 for PR costs

Objectives
To boost knowledge among the target market of people living locally on inc­omes of between £15,000 and £35,000 a year at an event held at the IKEA store in Gateshead. To boost the profile of the BoKlok concept of aff­ordable housing to the national, regional and trade media.

Strategy and plan
Led by head of PR and comms Neil Shaefer, Home’s in-house PR team launched a newsroom section on the Live Smart @ Home website, which gave journalists access to high-resolution images and broadcast quality footage, including artists’ impressions and pre-recorded interviews with key personnel.

The media were then invited to IKEA on the first morning of the two-day sales event to speak to potential buyers and people from Live Smart @ Home and BoKlok/IKEA.

Measurement and evaluation
Live event coverage included BBC Breakfast News, the Today programme and BBC Radio 5 Live. Journalists from the Financial Times and the Daily Express attended on the day, along with national news agencies, regional newspapers, radio and TV. The following day, there were page leads in the Financial Times, Daily Express, Daily Star, Daily Telegraph and Daily Mail. There was also coverage in dozens of regional and local newspapers and BBC and commercial radio stations.

Results
Media evaluation carried out by Durrants gave an advertising value equivalent of £550,000 for the print coverage, with over £1m of extra coverage in broadcast media. Readership was put at just under 30 million.

Around 1,000 people came to the IKEA store in Gateshead specifically to talk to staff and to take away further information. With only 40 homes being released in the first phase of the development (with prices starting from £99,000), the development was four times over-subscribed.
                            

 

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.