| Title | Pajamas Gang |
| Title (original language) | Le Gang des Pyjamas |
| Agency | la chose |
| Campaign | Pajamas Gang |
| Advertiser | IKEA |
| Brand | IKEA Business |
| Posted | February 2008 |
| Business Sector | Office Equipment |
| Story | A teasing operation in 3 times Time 1. A mysterious gang called "Pajamas Gang" sends an alert by email to warn the recipients that they might be the next ones on the list. Time 2: IKEA sends by email to its clients amateurs videos and testimonials of the Pajamas Gang victims. Time 3 IKEA writes again to its clients to announce them the arrest of the Pajamas Gang |
| Story (original language) | Une opération teaser en 3 temps: Temps 1: Un mystérieux gang qui se fait appeler "le gang des pyjamas" envoie une alerte par e-mail, prévenant les destinataires qu'ils sont "peut-être les prochains sur la liste". Temps 2: IKEA envoie par e-mail à ses clients les vidéos amateurs et témoignages de victimes du Gang des Pyjamas. Temps 3: IKEA écrit à nouveau à ses clients pour leur annoncer la bonne nouvelle: l'arrestation du Gang des Pyjamas |
| Philosophy | IKEA and its agency organize the first purely "B to C to B" viral operation of the brand in France to promote and IKEA know-how and offer towards microbusiness companies, craftsmen, traders: IKEA business |
| Philosophy (original language) | IKEA et son agence imaginent la première opération virale purement "B to C to B" de la marque en France pour promouvoir le savoir-faire et l'offre d'IKEA auprès des TPE, artisans, commerçants: IKEA Business |
| Problem | IKEA, expert in home furniture and fitting-out is also interested in work spaces. |
| Problem (original language) | IKEA, spécialiste de l'aménagement de la maison, s'intéresse aux espaces de travail aussi. |
| Result | TIME 1: Teaser Opening rate: 21% (common 10-12%) Clics rate: 45% (common 6-10%) TIME 2: Partial reveal Opening rate: 33% Clics rate: 36% TIME 3: Final reveal to come |
| Result (original language) | TEMPS 1: Teaser Taux d'ouverture: 21% (standards 10-12%) Taux de clics: 45% (standards 6-10%) TEMPS 2: Révélation partielle Taux d'ouverture: 33% Taux de clics: 36% TEMPS 3: Révélation finale à venir |
| Media Type | Case Study |
| Length | |
| Market | France |
| Production Company | Loadings |
| Copywriter | Ibrahim Seck |
| Art Director | Arthur Castillon |
| Creative Director | Barka Zerouali |
| Account Manager | Olivier Abel |
| Account Manager | Julien de Beauvoir |
| Account Manager | Deborah Tervil |
| Advertising Manager | Sylvie Casemode |
| Advertising Manager | Léna Sjöstrôm |
| Advertising Manager | Carole Feleppa |
More Work
SEE ALLMini Experience
- BRAND:
- Mini John Cooper
- AGENCY:
- DENTSU CREATIVE
Scrabble Wifi
- BRAND:
- Scrabble
- AGENCY:
- Ogilvy Paris
Luxe
- BRAND:
- Hotwheels Elite Collection
- AGENCY:
- Ogilvy Paris
Sport
- BRAND:
- Hotwheels Elite Collection
- AGENCY:
- Ogilvy Paris
Vintage
- BRAND:
- Hotwheels Elite Collection
- AGENCY:
- Ogilvy Paris