ACE YOUR FAMILY TIME
Quality family time is time spent with one’s family and giving them undivided attention. However, the increased use of technology has created a division between families, resulting in a lack of quality family time.
Ace Your Family Time is a campaign consisting of a series of marketing collaterals strategically placed along IKEA’s customer journey to help parents understand how to achieve quality family time.
1. What is quality family time?
Everyone knows the importance of family time, but the quality of the time spent is not always something on our minds. Social media advertisements will be used to introduce the idea of quality family time, as the target audience are frequently on social media. These ads will also be placed at the entrance of the stores so that customers will be reminded of it the moment they step in.
2. Can you have quality family time at IKEA?
To show that families can spend quality time at IKEA, it is introduced as an 'item' on the menu board, together with their well-known food menu.
3. How can you achieve quality family time?
Research and survey showed that there are 3 rules that constitute to quality family time: Attention, Communication and Engagement. These 3 rules are represented by the acronym 'ACE', which will be conveyed through the various touchpoint in the store.
4. Post-visit
Reminders at the exit of the store and on social media to remind parents to "ACE" their family time.
