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气候变化效应
案例简介：背景 宜家一直以创造漂亮的负担得起的家具而自豪。该品牌成为一次性家具的代言人。这是需要改变的东西。该品牌在变得更加可持续发展方面迈出了巨大的步伐，投资于可再生能源，实践可持续制造，并承诺成为完全循环的。到2030年，该品牌将其所有产品的碳足迹减少70%。 宜家不想仅仅告诉世界他们的承诺，他们想证明这一点。这一简短的目的是帮助人们了解气候变化的行动是多么重要，以及品牌致力于更可持续和循环经济的重要性。 我们的目标不是利润。事实上，我们知道执行可能会损害即期销售，但我们的重点是长期。我们希望人们理解并相信我们向可持续发展的转变。我们想增加品牌资产。我们希望人们感受到气候变化的真正影响。 描述您所在地区的文化/社会/政治/环境气候，以及在此背景下您的竞选活动的意义 加拿大正处于应对气候变化的十字路口。虽然大多数加拿大人支持可持续性倡议，但新的法律和法规阻止了可持续性倡议，违背了加拿大对《巴黎气候协定》的承诺。为了将气候变化行动推向前台，宜家需要做一些戏剧性的事情来突破在这个问题上的冷漠。 描述创作想法 (三成选票) 我们创造了宜家气候变化效应。我们关闭了宜家的温度调节系统，以使温度上升到预测的气候变化水平。这个想法是采取无形的东西，并为消费者带来生活，使其完全不可避免。 消费者最初并不知道为什么宜家的条件如此不舒服。我们使用宜家的著名布局带他们踏上旅程-在整个商店探索空间时，人们发现了可持续的标牌和产品，可以抵御气候变化。这些物品被战略性地放置在商店里，为顾客创造身临其境的体验。 整个经历被拍摄并变成在线内容，向世界展示我们对可持续发展的承诺，并让人们了解如果我们不采取行动会产生什么影响。 描述策略 (20% 的选票) 人们之所以忽视气候变化，是因为气候变化与他们的日常生活息息相关，特别是担心行动会损害他们底线的企业。宜家家居开始将气候变化带入生活。 许多企业和公司谈论应对气候变化。但要真正让客户相信我们的承诺，我们知道我们必须超越象征性的捐赠和声明。我们必须向客户证明我们愿意赔钱。因此，我们开始为我们的消费者和我们自己带来气候变化。 我们希望每个人都能感受到气候变化的影响。我们希望关心可持续性的人，以及那些否认气候变化的人成为我们实验的一部分。无论是年轻的还是年老的，气候变化都会影响我们所有人，我们开始确保我们的竞选活动影响到每一个进入我们商店的人。 描述执行 (20% 的选票) 我们在宜家的墙壁内建立了一个实验。在一年中最炎热的一天，我们关闭了宜家家居的温度调节HVAC系统，并允许温度升高到预测的气候变化水平。我们改变了宜家闻名的店内体验，并把它变成了强大的东西-而且不舒服。我们想看看商店里的 “气候变化” 是否会损害我们的生意。它做到了。 随着气温的变化，宜家成了人们期待的对立面。这家商店没有舒适的诱人购物体验，而是在不舒服的30摄氏度以上的情况下打卡。没过多久，顾客就感受到了效果。 整个体验都是通过宜家的社交渠道拍摄和分享的。店内的标牌被创建，对地球上四度温度变化的影响闪耀了光芒。 描述结果/影响 (30% 的选票) 原则不是原则，直到你付出了一些东西。在这种情况下，访客数量下降，销售额远低于平均目标，有趣的是，访客向客户的转化率下降 (即人离开了) 但我们知道，提高对气候变化的认识，并证明我们对可持续发展作为一个品牌的承诺是最重要的。 宜家的情绪急剧增加。客户情绪闪耀在社会上，宜家的努力和他们努力成为一个更可持续的品牌而受到赞扬。 可持续项目继续表现出色，宜家已承诺减少其所有专业人士的碳足迹到2030年，在4月份，他们宣布已经从加拿大的地方消除了所有的塑料吸管。
气候变化效应
案例简介：Background IKEA has always prided themselves on creating beautiful affordable furniture. The brand became the poster child for disposable furniture. That was something that needed to change. The brand has taken huge strides to become more sustainable, investing in renewables, practicing sustainable manufacturing, and committing to become fully circular. By 2030, the brand is reducing the carbon footprint of all their products by 70%. IKEA didn’t want to just tell the world about their commitment, they wanted to demonstrate it. The brief was to help people understand how important action on climate change is and how important it is for brands to commit to a more sustainable and circular economy. Our goal wasn’t profit. In fact, we knew the execution would probably hurt immediate sales, but our focus was on the long-term. We wanted people to understand and believe in our shift to sustainability. We wanted to increase brand equity. And we wanted people to feel the real effects of climate change. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context Canada is at a crossroads in the fight against climate change. While the majority of Canadians support sustainability initiatives, new laws and regulations that stop sustainability initiatives and go against Canada’s commitment to the Paris Climate Agreement. In order to bring climate change action to the forefront, IKEA needed to do something dramatic to break through the apathy on the subject. Describe the creative idea (30% of vote) We created the IKEA Climate Change Effect. We shut down the temperature regulating systems at IKEA to allow the temperature to rise to predicted climate change levels. The idea was to take something intangible and bring it to life for consumers, making it completely unavoidable. Consumers were initially unaware of why the conditions in IKEA were so uncomfortable. We used the famous layout of IKEA to take them on a journey - throughout the store as they explored the space, people found signage and products that are sustainable and fight climate change. The items were strategically placed in the store to create an immersive experience for customers. The entire experience was filmed and turned into online content to show the world our commitment to sustainability and give people an idea of what the effects will be if we don’t take action. Describe the strategy (20% of vote) People ignore climate change because it feels distant from their everyday lives, especially businesses who worry acting will hurt their bottom line. IKEA set out to bring climate change to life. Many businesses and companies talk about fighting climate change. But to truly get customers to believe in our commitment, we knew we had to go beyond token donations and statements. We had to prove to customers that we were willing to lose money. And so, we set out to bring climate change to life for our consumers and for ourselves. We wanted everyone to feel the effects of climate change. We wanted people who care about sustainability, and people who are climate change deniers to be part of our experiment. Whether young or old, climate change will effect us all, and we set out to make sure our campaign affected everyone that stepped into our store. Describe the execution (20% of vote) We set up an experiment within the walls of IKEA. On one of the hottest days of the year, we turned off the temperature regulating HVAC system at IKEA and allowed temperatures to increase to predicted climate change levels. We turned an in-store experience that IKEA is famous for, and turned it into something powerful - and uncomfortable. We wanted to see if that “climate change” in the store would hurt our business. And it did. With the temperature change, IKEA became the opposite of what people expect. Instead of the comfortable inviting shopping experience, the store clocked in at an uncomfortable 30+ degrees celsius. It didn’t take long for customers to feel the effects. The entire experience was filmed and shared via IKEA’s social channels. And in-store signage was created that shined a light on the effects on the planet of a four degree temperature shift. Describe the results/impact (30% of vote) A principle isn’t a principle until it costs you something. In this case, visitor numbers declined, sales were well below avg targets, and interestingly, the conversion of visitors to customers dropped (i.e. people left) But we knew the long-term benefits of raising awareness on climate change and proving our commitment to sustainability as a brand were paramount. Sentiment for IKEA sharply increased. Customer sentiment shined on social where IKEA was commended for the effort and for their efforts to become a more sustainable brand. Sustainable items continue to perform extremely well, and IKEA has committed to reducing the carbon footprint of all their products by 2030, and in April, they announced that they have eliminated all plastic straws from Canadian locations.
The Climate Change Effect
案例简介：背景 宜家一直以创造漂亮的负担得起的家具而自豪。该品牌成为一次性家具的代言人。这是需要改变的东西。该品牌在变得更加可持续发展方面迈出了巨大的步伐，投资于可再生能源，实践可持续制造，并承诺成为完全循环的。到2030年，该品牌将其所有产品的碳足迹减少70%。 宜家不想仅仅告诉世界他们的承诺，他们想证明这一点。这一简短的目的是帮助人们了解气候变化的行动是多么重要，以及品牌致力于更可持续和循环经济的重要性。 我们的目标不是利润。事实上，我们知道执行可能会损害即期销售，但我们的重点是长期。我们希望人们理解并相信我们向可持续发展的转变。我们想增加品牌资产。我们希望人们感受到气候变化的真正影响。 描述您所在地区的文化/社会/政治/环境气候，以及在此背景下您的竞选活动的意义 加拿大正处于应对气候变化的十字路口。虽然大多数加拿大人支持可持续性倡议，但新的法律和法规阻止了可持续性倡议，违背了加拿大对《巴黎气候协定》的承诺。为了将气候变化行动推向前台，宜家需要做一些戏剧性的事情来突破在这个问题上的冷漠。 描述创作想法 (三成选票) 我们创造了宜家气候变化效应。我们关闭了宜家的温度调节系统，以使温度上升到预测的气候变化水平。这个想法是采取无形的东西，并为消费者带来生活，使其完全不可避免。 消费者最初并不知道为什么宜家的条件如此不舒服。我们使用宜家的著名布局带他们踏上旅程-在整个商店探索空间时，人们发现了可持续的标牌和产品，可以抵御气候变化。这些物品被战略性地放置在商店里，为顾客创造身临其境的体验。 整个经历被拍摄并变成在线内容，向世界展示我们对可持续发展的承诺，并让人们了解如果我们不采取行动会产生什么影响。 描述策略 (20% 的选票) 人们之所以忽视气候变化，是因为气候变化与他们的日常生活息息相关，特别是担心行动会损害他们底线的企业。宜家家居开始将气候变化带入生活。 许多企业和公司谈论应对气候变化。但要真正让客户相信我们的承诺，我们知道我们必须超越象征性的捐赠和声明。我们必须向客户证明我们愿意赔钱。因此，我们开始为我们的消费者和我们自己带来气候变化。 我们希望每个人都能感受到气候变化的影响。我们希望关心可持续性的人，以及那些否认气候变化的人成为我们实验的一部分。无论是年轻的还是年老的，气候变化都会影响我们所有人，我们开始确保我们的竞选活动影响到每一个进入我们商店的人。 描述执行 (20% 的选票) 我们在宜家的墙壁内建立了一个实验。在一年中最炎热的一天，我们关闭了宜家家居的温度调节HVAC系统，并允许温度升高到预测的气候变化水平。我们改变了宜家闻名的店内体验，并把它变成了强大的东西-而且不舒服。我们想看看商店里的 “气候变化” 是否会损害我们的生意。它做到了。 随着气温的变化，宜家成了人们期待的对立面。这家商店没有舒适的诱人购物体验，而是在不舒服的30摄氏度以上的情况下打卡。没过多久，顾客就感受到了效果。 整个体验都是通过宜家的社交渠道拍摄和分享的。店内的标牌被创建，对地球上四度温度变化的影响闪耀了光芒。 描述结果/影响 (30% 的选票) 原则不是原则，直到你付出了一些东西。在这种情况下，访客数量下降，销售额远低于平均目标，有趣的是，访客向客户的转化率下降 (即人离开了) 但我们知道，提高对气候变化的认识，并证明我们对可持续发展作为一个品牌的承诺是最重要的。 宜家的情绪急剧增加。客户情绪闪耀在社会上，宜家的努力和他们努力成为一个更可持续的品牌而受到赞扬。 可持续项目继续表现出色，宜家已承诺减少其所有专业人士的碳足迹到2030年，在4月份，他们宣布已经从加拿大的地方消除了所有的塑料吸管。
The Climate Change Effect
案例简介：Background IKEA has always prided themselves on creating beautiful affordable furniture. The brand became the poster child for disposable furniture. That was something that needed to change. The brand has taken huge strides to become more sustainable, investing in renewables, practicing sustainable manufacturing, and committing to become fully circular. By 2030, the brand is reducing the carbon footprint of all their products by 70%. IKEA didn’t want to just tell the world about their commitment, they wanted to demonstrate it. The brief was to help people understand how important action on climate change is and how important it is for brands to commit to a more sustainable and circular economy. Our goal wasn’t profit. In fact, we knew the execution would probably hurt immediate sales, but our focus was on the long-term. We wanted people to understand and believe in our shift to sustainability. We wanted to increase brand equity. And we wanted people to feel the real effects of climate change. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context Canada is at a crossroads in the fight against climate change. While the majority of Canadians support sustainability initiatives, new laws and regulations that stop sustainability initiatives and go against Canada’s commitment to the Paris Climate Agreement. In order to bring climate change action to the forefront, IKEA needed to do something dramatic to break through the apathy on the subject. Describe the creative idea (30% of vote) We created the IKEA Climate Change Effect. We shut down the temperature regulating systems at IKEA to allow the temperature to rise to predicted climate change levels. The idea was to take something intangible and bring it to life for consumers, making it completely unavoidable. Consumers were initially unaware of why the conditions in IKEA were so uncomfortable. We used the famous layout of IKEA to take them on a journey - throughout the store as they explored the space, people found signage and products that are sustainable and fight climate change. The items were strategically placed in the store to create an immersive experience for customers. The entire experience was filmed and turned into online content to show the world our commitment to sustainability and give people an idea of what the effects will be if we don’t take action. Describe the strategy (20% of vote) People ignore climate change because it feels distant from their everyday lives, especially businesses who worry acting will hurt their bottom line. IKEA set out to bring climate change to life. Many businesses and companies talk about fighting climate change. But to truly get customers to believe in our commitment, we knew we had to go beyond token donations and statements. We had to prove to customers that we were willing to lose money. And so, we set out to bring climate change to life for our consumers and for ourselves. We wanted everyone to feel the effects of climate change. We wanted people who care about sustainability, and people who are climate change deniers to be part of our experiment. Whether young or old, climate change will effect us all, and we set out to make sure our campaign affected everyone that stepped into our store. Describe the execution (20% of vote) We set up an experiment within the walls of IKEA. On one of the hottest days of the year, we turned off the temperature regulating HVAC system at IKEA and allowed temperatures to increase to predicted climate change levels. We turned an in-store experience that IKEA is famous for, and turned it into something powerful - and uncomfortable. We wanted to see if that “climate change” in the store would hurt our business. And it did. With the temperature change, IKEA became the opposite of what people expect. Instead of the comfortable inviting shopping experience, the store clocked in at an uncomfortable 30+ degrees celsius. It didn’t take long for customers to feel the effects. The entire experience was filmed and shared via IKEA’s social channels. And in-store signage was created that shined a light on the effects on the planet of a four degree temperature shift. Describe the results/impact (30% of vote) A principle isn’t a principle until it costs you something. In this case, visitor numbers declined, sales were well below avg targets, and interestingly, the conversion of visitors to customers dropped (i.e. people left) But we knew the long-term benefits of raising awareness on climate change and proving our commitment to sustainability as a brand were paramount. Sentiment for IKEA sharply increased. Customer sentiment shined on social where IKEA was commended for the effort and for their efforts to become a more sustainable brand. Sustainable items continue to perform extremely well, and IKEA has committed to reducing the carbon footprint of all their products by 2030, and in April, they announced that they have eliminated all plastic straws from Canadian locations.
气候变化效应
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The Climate Change Effect
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