Ikea Pop-Up Direct Mailer (Direct Mail)

Opinion: In my opinion, this Ikea Flat Pack Direct Mailer is really fun to play with because of its unique pop-up feature. Pop-up mailers are an interesting way to interact with consumers. To me, pop-up mailers make me feel like the picture is coming to life. The 3D looking mail allows consumers to carefully analyse the intricate details featured in the pop up, especially in the nooks and crannies. Receivers of the mail are guaranteed to take a second, third,or maybe more looks at the mail before placing it away which increases the chance of consumers getting influenced into buying Ikea's furnitures. Personally, I would've even kept the pop-up mailer and maybe share it onto my 'Instagram' stories because of cute it looks.

Copy Strategy: The strategy Ikea used here is utilizing direct mail to promote the company's products. On the outer envelope, it contains a teaser where it says "Decorating your room has never been easier". The type of envelope teaser used here is curiosity where it leaves consumers wondering, "what does it mean?", "what are they talking about?" etc. Not to mention, the brown outer envelope/direct mail cover is to replicate the actual box of how Ikea furniture comes in. The USP here is the realistic pop-up feature where consumers can interact with it. Every furniture in the pop-up picture is an actual product from Ikea.

Reimagined copy: Here's your new bedroom. You're welcome.

Reference: Behance.net. (2019). Behance. [online] Available at: https://www.behance.net/gallery/7677571/POP-UP-FURNITURE-DM-IKEA