| Titolo | Pajamas Gang |
| Titolo (Lingua Originale) | Le Gang des Pyjamas |
| Agenzia | la chose |
| Campagna | Pajamas Gang |
| Cliente | IKEA |
| Marca | IKEA Business |
| Posted | Febbraio 2008 |
| Settore | Attrezzature per l'ufficio |
| Trama | 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 |
| Trama (Lingua Originale) | 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 |
| Filosofia | 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 |
| Filosofia (Lingua Originale) | 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 |
| Problema | IKEA, expert in home furniture and fitting-out is also interested in work spaces. |
| Problema (Lingua Originale) | IKEA, spécialiste de l'aménagement de la maison, s'intéresse aux espaces de travail aussi. |
| Risultato | 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 |
| Risultato (Lingua Originale) | 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 |
| Tipo di Media | Case Study |
| Lunghezza | |
| Market | Francia |
| Casa di Produzione | 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 |