The Soft Toys for Education Campaign is a charity event every year. The campaign is to build the awareness of the social responsibility of IKEA, and create a better future for children by supporting charitable education. On the other hand, the campaign can remind people insisting on their original dreams and believe that fairy tales can come true finally. The children who are below 12 years old can participate in the Soft Toys Drawing Competition. The public can vote for the favorite soft toy drawn by participant. To realize the final goal of helping the needy children, co-worker trip were organized to visit the children and understand their situation better.
To convey the message of the Soft Toys for Education Campaign, we create a minisite for the campaign and divide into different phases. We hope that the minisite can increase the awareness of parents, children and the public. So the design of the minisite mixes with many colorful visual and the IKEA soft toys. Also, a pop-up storybook of the minisite can illustrate the fairy tales theme and make it more appealing to children. After the recruitment of the competition, online voting was held in the minisite. Users can connect their facebook account to vote for the finalists of the competition. Most importantly, the information of the co-worker trip and highlights of the trip will share to everyone so that can increase the awareness of the public.
visits since the launch of website from end of Oct
votes for the online voting of Soft Toys Drawing Competition
views on the online voting pages (from 21 Nov 2014 to 5 Dec 2014)
Ikea Soft Toy Charity Sale
Best Consumer Goods Integrated ad campaign
2015 Internet Advertising Competition (IAC)
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