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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价格适中的家具而自豪。该品牌成为一次性家具的海报。这是需要改变的事情。该品牌在变得更具可持续性方面取得了巨大进步，投资于可再生能源，实践可持续制造，并承诺变得完全循环。到2030，该品牌正在通过70% 减少其所有产品的碳足迹。 宜家不想只是告诉世界他们的承诺，他们想证明这一点。这份简报旨在帮助人们了解应对气候变化的行动有多重要，以及品牌致力于更可持续和循环经济有多重要。 我们的目标不是利润。实际上，我们知道执行可能会损害即时销售，但我们的重点是长期销售。我们希望人们理解并相信我们向可持续性的转变。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重要性 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发展倡议，但新的法律和法规阻止了可持续发展倡议，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放在首位，宜家需要做一些戏剧性的事情来突破对这个问题的冷漠。 描述创意 (投票30%) 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，以使温度升高到预期的气候变化水平。这个想法是把一些无形的东西带给消费者，让它变得完全不可避免。 消费者最初并不知道为什么宜家的情况如此不舒服。我们使用宜家著名的布局带他们踏上旅程-在整个商店中，当他们探索空间时，人们发现了可持续发展并应对气候变化的标牌和产品。这些物品被战略性地放置在商店中，为顾客创造身临其境的体验。 整个体验都被拍摄下来，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将产生什么影响。 描述策略 (投票20%) 人们忽视气候变化，因为它感觉远离他们的日常生活，尤其是那些担心行动会损害他们的底线的企业。宜家着手将气候变化带入生活。 许多企业和公司都在谈论应对气候变化。但是，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捐赠和声明。我们必须向客户证明我们愿意赔钱。因此，我们着手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和否认气候变化的人成为我们实验的一部分。无论年轻还是年老，气候变化都会影响我们所有人，我们着手确保我们的竞选活动影响到进入我们商店的每个人。 描述执行 (投票20%) 我们在宜家的墙内做了一个实验。在一年中最热的日子之一，我们关闭了宜家的温度调节HVAC系统，并允许温度升高到预期的气候变化水平。我们将宜家以其闻名的店内体验转变为功能强大且不舒服的东西。我们想看看商店里的 “气候变化” 是否会损害我们的业务。确实如此。 随着温度的变化，宜家成为了人们期望的反面。商店没有舒适的诱人购物体验，而是在不舒服的30摄氏度下计时。没过多久，顾客就感受到了效果。 整个体验是通过宜家的社交渠道拍摄和分享的。并创建了店内标牌，照亮了四度温度变化对地球的影响。 描述结果/影响 (投票30%) 原则不是原则，除非它让你付出了代价。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 (即离开的人) 但是我们知道提高人们对气候变化的认识并证明我们作为一个品牌对可持续发展的承诺的长期好处是至关重要的。 宜家的情绪急剧上升。顾客的情绪在社交上大放异彩，宜家因其努力和努力成为一个更具可持续性的品牌而受到赞扬。 可持续项目继续表现得非常好，宜家致力于减少其所有专业产品的碳足迹管道2030年，在4月，他们宣布已经从加拿大地区淘汰了所有塑料吸管。
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价格适中的家具而自豪。该品牌成为一次性家具的海报。这是需要改变的事情。该品牌在变得更具可持续性方面取得了巨大进步，投资于可再生能源，实践可持续制造，并承诺变得完全循环。到2030，该品牌正在通过70% 减少其所有产品的碳足迹。 宜家不想只是告诉世界他们的承诺，他们想证明这一点。这份简报旨在帮助人们了解应对气候变化的行动有多重要，以及品牌致力于更可持续和循环经济有多重要。 我们的目标不是利润。实际上，我们知道执行可能会损害即时销售，但我们的重点是长期销售。我们希望人们理解并相信我们向可持续性的转变。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重要性 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发展倡议，但新的法律和法规阻止了可持续发展倡议，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放在首位，宜家需要做一些戏剧性的事情来突破对这个问题的冷漠。 描述创意 (投票30%) 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，以使温度升高到预期的气候变化水平。这个想法是把一些无形的东西带给消费者，让它变得完全不可避免。 消费者最初并不知道为什么宜家的情况如此不舒服。我们使用宜家著名的布局带他们踏上旅程-在整个商店中，当他们探索空间时，人们发现了可持续发展并应对气候变化的标牌和产品。这些物品被战略性地放置在商店中，为顾客创造身临其境的体验。 整个体验都被拍摄下来，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将产生什么影响。 描述策略 (投票20%) 人们忽视气候变化，因为它感觉远离他们的日常生活，尤其是那些担心行动会损害他们的底线的企业。宜家着手将气候变化带入生活。 许多企业和公司都在谈论应对气候变化。但是，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捐赠和声明。我们必须向客户证明我们愿意赔钱。因此，我们着手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和否认气候变化的人成为我们实验的一部分。无论年轻还是年老，气候变化都会影响我们所有人，我们着手确保我们的竞选活动影响到进入我们商店的每个人。 描述执行 (投票20%) 我们在宜家的墙内做了一个实验。在一年中最热的日子之一，我们关闭了宜家的温度调节HVAC系统，并允许温度升高到预期的气候变化水平。我们将宜家以其闻名的店内体验转变为功能强大且不舒服的东西。我们想看看商店里的 “气候变化” 是否会损害我们的业务。确实如此。 随着温度的变化，宜家成为了人们期望的反面。商店没有舒适的诱人购物体验，而是在不舒服的30摄氏度下计时。没过多久，顾客就感受到了效果。 整个体验是通过宜家的社交渠道拍摄和分享的。并创建了店内标牌，照亮了四度温度变化对地球的影响。 描述结果/影响 (投票30%) 原则不是原则，除非它让你付出了代价。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 (即离开的人) 但是我们知道提高人们对气候变化的认识并证明我们作为一个品牌对可持续发展的承诺的长期好处是至关重要的。 宜家的情绪急剧上升。顾客的情绪在社交上大放异彩，宜家因其努力和努力成为一个更具可持续性的品牌而受到赞扬。 可持续项目继续表现得非常好，宜家致力于减少其所有专业产品的碳足迹管道2030年，在4月，他们宣布已经从加拿大地区淘汰了所有塑料吸管。
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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