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December 2006 - Strategy Magazine
Special Report: Agency of the Year

Finalist: Zig

by Natalia Williams
page 51

CASE STUDIES

IKEA

Ikea is well-loved in Canada. Areas of strength for the brand were continuing to sell well - like storage, kids' bedrooms and small-space living solutions. But buy a master bedroom suite from Ikea? Or a full kitchen reno? These were foreign concepts, even to devoted customers. With kitchens and bedrooms earmarked as the business priorities for 2006, Zig's task was to change preconceived notions about the brand.

The campaign was based on what people really do in their homes and how they really use their furniture, all delivered with the signature Ikea twinkle. So TV spots feature arguments, house-proud nuts and teen angst. Its twice-a-year sale advert featured a woman "escaping" from a store, to highlight the fact that Ikea's discounted prices make consumers feel like they're stealing. Radio spots celebrated the "Love your home" theme while magazine ads showcased swank kitchens and bedrooms. Newspaper drove home short-term store traffic with promotions and product news.

The results? Bedroom and kitchen sales have exceeded targets. Overall store sales have grown double digits, far outpacing the 5%-7% growth the furniture retail industry has posted in Canada for the past two years.

THE ROYAL AGRICULTURAL WINTER FAIR

The Royal Agricultural Winter Fair was founded in 1922 to showcase the best of Canadian agriculture, horticulture and equestrian performance. Today the Royal itself faces much competition from other entertainment options, especially during the busy Thanksgiving-to-Christmas period.

To drive general admission ticket sales to families and build on the tradition and pageantry of the Royal, advertising focused on its competitive nature. The campaign - with the tagline "The biggest. The best. The countriest." - centred on radio and television spots using the conventions of extreme sports broadcasts to convey the intensity and excitement of the Royal. On TV, "C'mon Pumpkin," showed a farmer coaching his little pumpkin to greatness at the fair. Wild postings and posters call out the best of the best at the fair, including the SuperDogs, show-jumping horses, rodeo performers and prize-winning cattle.

While it's too soon to tell (the fair opened in November) the client is anticipating strong results: "It's really going to break through. [It] delivers on the relevance, excitement and bigness of The Royal," says Bonnie McTavish, manager, marketing and communications.

MR. SUB

Mr. Sub had pioneered the submarine sandwich category in Canada but over the past decade, competition had intensified and consumer tastes had changed. The 2005 "More than enough" campaign struck a chord with the twentysomething male target and drove comparative store sales up for the first time in three years. In 2006, the mandate was to solidify the brand's relationship with its target - an audience that hates predictability - by renewing Mr. Sub's connection with pop culture.

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