The IKEA IMC campaign video ‘The Great Home Studies Campaign’

1. Watch the IKEA IMC campaign video ‘The Great Home Studies Campaign’
2. Refer to the Great Home Studies campaign summary sheet on MyLO
3. Read the following information about the campaign:
   This case study is about an IMC campaign from the agency Instinct for the furniture retailer
   IKEA in Russia. The client (IKEA) had identified a problem that not all families in Russia were
   interested in shopping with IKEA because they believed the product range was too generic.
   In order to try and connect with this market, IKEA engaged the services of marketing agency
   ‘Instinct’ to develop and execute an IMC campaign designed to appeal to ‘unusual and
   interesting’ families.
   This short statement about the campaign is from the agency:
   We collected stories through the site and in IKEA stores across Russia from the children
   about their families, loved ones, home traditions, holidays and encourage their boundless
   imagination. We collected the most interesting and amazing stories of families and Grigory
   Oster wrote novels about them. He created a collective image of the 10 families, IKEA
   designers recreated the ideal interior for each of the family, taking into account the
   peculiarities of life, character, lifestyle. IKEA proved that it has a solution even for the most
   weird families.
   Answer the following questions, Drawing on your knowledge of the campaign and your knowllIMC please provide answers to
   the following questions:
4. IKEA had identified a problem as outlined in the case study. How do clients (in this
   case a global furniture retailer) find out about these types of problems? Using your
   knowledge of the different types of strategic research used in IMC, first explain the
   difference between secondary and primary research and the difference between
   quantitative and qualitative research and provide examples of the different types of
   research. Then select the most appropriate types of secondary and primary research ;
   that IKEA and the agency would have used to identify the specific problem identified Thee dows
   in the case study and justify why you have selected each method.

Sample Solution