Ikea urges kids to devise own toys

image006Ikea is launching a new marketing push to encourage parent to get their kids get involved in its loyalty programme – Ikea Family – with a new drawing competition devised by agency Lida, which doubles as a fundraising event for its dedicated charities.
The multi-channel integrated campaign, running across email, in-store posters, and website creative, invites parents or guardians to ask their children to bring their imaginary friends in-store as inspiration to help them draw a soft toy, which will be entered into a competition. The competition runs throughout November, with the winning entry – which will have their drawing brought to life as a real-life toy – revealed in March.
The email kicks off with the headline “Does your child have a giant ‘friend’ with wiggly arms, who loves munching on crisp sandwiches”, and is designed to inspire Ikea Family members and encourage them to book a time for their children to bring their imaginary friends in-store to enter the competition.
In-store activity, including posters with headlines such as “Scribble, doodle or sketch an imaginary friend to life” and “Magical competition for 0-12 year olds (and their imaginary friends)” will run throughout November, in addition to digital creative created by Lida for the Ikea homepage, local store sites and children’s pages to encourage club members to book a place at their local store.
Ikea Family coordinator for UK & Ireland Elise Hoppe said: “This competition is a really fun way to engage our members, while also helping channel vital funds to support our initiative with Unicef and Save the Children – for each soft toy or children’s book purchased at Ikea during November and December we will be donating €1 to helping children get a better education. We can’t wait to present the winning child with their very own soft toy.”
Lida executive creative director Nicky Bullard added: “A blank piece of paper can be a scary thing, so we wanted to fuel children’s creative minds, by encouraging them to bring their imaginary friend in-store, to use as inspiration for their drawing when taking part in the competition.”

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1 Comment on "Ikea urges kids to devise own toys"

  1. RT @DM_editor: Ikea Family tries to engage kids with drawing competition by @lidalondon http://t.co/SPOVX75FcX #directmarketing #digitalmar…

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