Iddesign Concept- and Campaign Presentation

Catalogue 2014 IDdesign Concept- and Campaign Presentation

For more information, please contact Ms. Birgit Schultz • E-mail: [email protected] Mr. Piet Klein • E-mail: will follow soon

More living more styles more trends content

Table of content

3 Introduction 4 Catalogue 2014 timeline 5 Conceptual elements 7 Campaign 2014 introduction 8 Launch campaign 10 Generic campaign 11 Ads 11 Instore banners 12 Story telling elements 12 Product signage 13 Outdoor media 13 Car/bus branding 14 Paper line 14 Gift wrapping 15 Give-away items 16 Online activities 18 Sale and clearance campaign 20 High res elements and contact details

2 Concept- and Campaign Presentation introduktion

Dear colleagues,

We are pleased to introduce you to the new 2014 interior catalogue from IDdesign! By familiarizing yourself with this folder you will get valuable insights to a wide range of information that will help you when launching and continuing to use the catalogue in your local marketing. You will learn more about the catalogue itself, our thoughts behind it, its graphical elements and the individual campaign elements that have been developed to support your local needs and requirements.

At the end of this folder you will find the relevant contact information to the IDde- sign Marketing Team at HQ, who is standing by to support you with your marketing requests. By keeping close contact with the knowledgeable marketing staff here at HQ, we are able to join forces to obtain a greater sale and brand presence. Local insights combined with global knowledge are the best way to move forward.

We are looking forward to working closely with you once again!

Kind regards, IDdesign Marketing HQ

Concept- and Campaign Presentation 3 timeline

June Summer Fair Catalogue 2014 timeline June 2013 The following timeline shows the different stages of the 2014 catalogue. Please note that the timings stated along the timeline might change – however should this happen, you will be notified accordingly July in order for you to adjust your local marketing plans.

August

Catalogue ready for shipment from DK

September

October

Catalogue 2014 launch 15/10 2013 Launch campaign 1/10 2013 - 15/11 2013

November

Winter Fair Nov/Dec 2013

December

Generic campaign 15/11 2013 - 15/2 2014 January

February

Sale campaign 15/2 2014 - 15/3 2014 March

Clearance campaign 15/3 2014 - 1/4 2014

April

Catalogue 2014-2 launch 15/4 2014 Launch campaign 1/4 2014 - 15/6 2014

May

4 Concept- and Campaign Presentation CONCEPT ELEMENTS

Conceptual elements The new catalogue has been planned and designed to have a stronger international magazine feel to it. In practical this has been obtained by using a range of techniques:

Format: The format of the catalogue has been altered to represent a more international magazine format. This means the new format is 210x280mm. This has allowed us to work with larger images and work more with the layout of the individual pages to create a larger differentiation towards previous catalogues. Old format: NEW format: 212x255 mm. 210x280 mm.

Colour tone: When browsing through the catalogue you will sense a slightly darker colour tone to some images. This gives a more high-street look and feel to the images, supporting our wish to serve the medium/high-end market segment and to establish us as being a ‘trendy’ interior design brand. As this catalogue is intended to be a ‘winter’ edition, the darker colour tones are also in line with the seasonal change.

New style groups: A new colour scheme has been introduced in the catalogue which is reflected by the general assortment, style group introduction pages and various graphical elements. We have found a new way to work with the colour scheme which creates a coherency between the products and our overall layout. We have also worked intensively to try to further differentiate the 4 style groups visually by keeping true to our key words.

To further support the use of our style groups, we will be working intensively with these in the supporting in-store visual merchandising, graphical elements and planned online activities.

Deluxe: Extravagant Global: Edgy Urban: Trendy Upnordic: Natural

Concept- and Campaign Presentation 5 CONCEPT ELEMENTS

Visual elements A range of visual elements can be found throughout the catalogue and should also be implemented in-store to ensure consistency. The following elements can be found:

sofas see our full new designers range in store item choice

Full Range in-store tag NEW item tag Designer’s Choice tag

Where: In the catalogue / advertising / Where: In the catalogue / in-store / Where: In the catalogue / in-store / ad- various online activities. advertising / online. vertising / online Why: IDdesign carries many products Why: We want our customers to know Why: We have a lot of new products that has a great design. We want that they are only looking at a and we want to make it easy to make it easy for our customers portion of our full assortment for our customers to recognize to find those items that can make (e.g. when showing dining chairs these items. This will allow us all the difference when decorating in advertising). It should be clear to feature various products their home. Therefore we want that more products can be found both in-store and in our general to label our most trendy/edgy/ in-store and we should ask our communication to the market popular items with this tag, which customers to come in and see the and should lead to more traffic should increase the awareness full range for themselves. in-store and an additional sale. and sales of these items.

deluxe Global living Urban styles upnordic

M o r e trends

Style group indication Headlines, designer’s tips

Where: In the catalogue / in-store / Where: In the catalogue / in-store / advertising. facade decoration.

Why: We want to constantly remind Why: Working with different fonts and our customers that we do have text formatting, we have chosen 4 style groups, meaning we to go with a style that is widely have something for every taste. used in international women’s We also want to make it easy magazines. The new formatting for our customers to recognize will be used with providing style the style group in question (e.g. tips from our interior designer when advertising), this will help to our customers, making it easy them find the product when recognizable. visiting the store.

6 Concept- and Campaign Presentation campaign

Campaign 2014 introduction The following pages will take you through the campaign and individual elements supporting the launch of the new 2014 catalogue campaign. To help you navigate through the campaign period, the timeline shown on page 4 will be featured on each page and the period in question will be highlighted. This will constantly show you the timing and purpose of each campaign period and provide you with an easy overview of the elements connected to each period.

IDesign Interior Catalogue Campaign 2014 • Launch campaign period • Generic campaign period • Sale and clearance campaign period

Concept- and Campaign Presentation 7 September

launch campaign October

Catalogues 2014 launch Launch campaign 15/10 2013 Launch campaign 2014 1/10 2013 - 15/11 2013 November The launch campaign period should be focusing on the fact that a Winter Fair new catalogue/collection can SOON/NOW be found at a local IDde- Nov/Dec 2013 sign store. The following elements have been created to support you in sending out this message in your local marketing communication. December

Generic campaign January Advertising Outdoor15/11 2013 - 15/2 banners 2014

At IDdesign we Visit IDdesign and check out our are dedicated to Scan the code and bringing you the latest view our catalogue! brand new interior collection... in interior trends, colours and materials - visit us and become ... in store NOW ! inspired!

February

NEW Visit IDdesign and check out our IDDESIGN CATALOGUE IN STORE VISIT YOUR LOCAL IDDESIGN STORE FOR MORE INSPIRATION OASIS LIFE STYLE brand new interior collection... Markaz Al Bahja, Oman IDdesign, a Danish premium lifestyle brand, can be found in some of the Phone: 24545658 most prestigious locations around the world. We are proud to carry a wide selection of Scandinavian furniture and accessories with a local twist! ... in store NOW ! NEW For more information please visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS COLLECTIONSale cam- At IDdesign we are proud to carry a wide selection of Scandinavian IN STORE SOON! furniture and accessories with a local twist. paign Denmark in Made We are passionately dedicated to March bringing you the latest in interior trends, colours and materials – visit us today and become Visit IDdesign and check out our inspired! 15/2 2014 -

brand new interior collection... At IDdesign we MORE LIVING MORE STYLES MORE TRENDS are dedicated to bringing you the latest 15/3 2014 ... in store NOW ! in interior trends, colours and materials - visit us and become inspired! Clearance campaign NEW COLLECTION 15/3 IN STORE NOW! 2014 - 1/4 April

Scan the code and view our catalogue! MORE LIVING MORE STYLES MORE TRENDS

NEW Scan the code and NEW

IDDESIGN view our catalogue! IDDESIGN Denmark in Made CATALOGUE CATALOGUE IN STORE IN STORE VISIT YOUR LOCAL IDDESIGN AT IDDESIGN YOU WILL FIND THE FUTURE OASIS LIFE STYLE STORE FOR MORE INSPIRATION TRENDS OF INTERIOR DESIGN - TODAY! Markaz Al Bahja, Oman We are located in Saudi Arabia, Bahrain, United Phone: 24545658 Arab Emirates, Kuwait, Jordan, Oman, Qatar, IDdesign, a Danish premium lifestyle brand, can be found Catalogues Lebanon,Egypt, Cyprus, Spain and Hungary. in some of the most prestigious locations around the world. We are proud to carry a wide selection of Scandi- For more information please visit www.iddesign.com navian furniture and accessories with a local twist. Visit us today and let the new 2014 collection inspire you! OASIS LIFE STYLE For more information please visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS Markaz Al Bahja, Oman, Phone 24545658 MORE LIVING MORE STYLES MORE TRENDS 2014-2 Launch campaign launch 15/4 1/4 2014 - 15/6 2014 2014 May

In-store elements / window decoration Press release and PR images

NEW NEW NEW ARRIVALS INTERIOR ITEM CATALOGUE in store now ! in store now ! NEW IDDESIGN CATALOGUE IN STORE

“This new IDdesign Store will consolidate and secure our market leading position in Bahrain” says IDdesign Franchise & Expansion Manager Mr. Søren Jørgensen.

The new Store incorporates and reflects the newest development in retail design, merchandising new collection in store NOW new collection in store NOW new collection in storeand customerNOW focus. Parallel it is ensuring new inspiration collection to all customers, presenting in the storeinterna- NOW new collection tional and highly trendy unique IDdesign collection. The well-trained and motivated sales staff provides an outstanding service- and shopping-experience.

Our local IDdesign franchise partner Mr. Naeem Karmustaji VISIT US says: “We are very pleased to intensify our business rela- IN STORE AND SEE THE tion with an international strong brand like IDdesign”. 2004 Mr. Karmustaji opened the first IDdesign Store in Budayia, later followed by the impres- NEW sive flagship Store in Sitra Mall. In January BEAUTIFUL 2011 IDdesign store no. 3 will open in the COLLECTION prestigious Lagoon area. This new FROM IDDESIGN Store will be the duo-brand anchor NEW Store with app. 1400 square – AND COLLECT A FREE IDDESIGN CATALOGUE meters and will be operated by the IN STORE CATALOGUE SAMPLE same strong leadership and committed staff.

IDdesign interior catalouge 2014

IDdesign is an international furniture store with an emphasis on Scandinavian form and simplicity. The product range includes everything from furniture to lighting and accessories with the primary themes as follows: Living, Dining, Sleeping, Outdoor, Children, Teenage, Office, Accessories, Carpets, Gallery and Lighting. IDdesign has interior solutions for every room and purpose in your home of the highest quality.

The head office, IDdesign a/s, administrates the companies IDEmøbler and IDdesign. We have 39 full-scale IDEmøbler furniture stores in Denmark along with representation in Iceland and the Faroe Islands. Internationally, our furniture franchise concept is known as IDdesign stores, and we are operating in UAE, Bahrain, Qatar, Kuwait, Oman, Jordan, Saudi Arabia, Egypt, Cyprus, Spain, Hungary and Lebanon.

IDdesign a/s How to implement: Damvej 9 DK - 8471 Sabro Phone. + 45 8817 9000 MORE LIVING MORE STYLES MORE TRENDS To create a buzz in your local Fax + 45 8817 9019 area, start early by inserting ads and placing outdoor banners around the city or in the neighbourhood, telling about The final press release will be send to you mid-August 2013 for the coming catalogue/collection. When the be ready for magazine insertions. A range of high resolution products/catalogues are ready in-store for images will be collected in the IDdesign Image Bank and you will your customers, use window decoration receive a quick link together with the press release. combined with elements from the generic campaign to create consistency in all your communication.

8 Concept- and Campaign Presentation launch campaign

Launch event suggestion As an alternative or supplement to launching the new catalogue/ products in-store, the following can serve as inspiration. In the beginning of 2013, the IDdesign sister brand ILVA conducted a pre- launch press event held at a very special location in Copenhagen, perfectly matching the new products with the unique look and feel of the location. The majority of the Danish interior lifestyle press was invited and spent a great afternoon in beautiful surroundings filled with inspiration.

An ILVA team spent the day prior to the press event transforming the rough location into a creative space filled with new Spring products from ILVA. At the day of the event the ILVA team was ready to meet and greet journalists with a champagne brunch, sneak peak of the new ILVA collection, an introduction to ILVA’s brand position and strategy presented by IDdesign CEO, Michael Christiansen as well as a presentation of the Spring news displayed on gorgeous podiums conducted by the ILVA head stylist. After several hours of mingling and sharing of good ideas, the journalists left with a nice goodie-bag and a press kit telling about new products, the ILVA brand position and a press card, allowing for our press contacts to shop at discount- ed prices at ILVA. The event generated a lot of great feedback and a large portion of free PR in our target magazines!

Online Facebook The different periods of the campaign will be supported by the online media. We will update our corporate website, corporate Face- book profile and corporate LinkedIn profile and provide you with the ready-to-go material to do the same locally.

As soon as the campaign starts the catalogue will be uploaded to the website in iPaper format. The same should be done locally. The online version of the catalogue is ideal for direct marketing. When the catalogue has been uploaded it is easy to send out a direct mail to your local customers with a link to the catalogue. A QR code that links to the catalogue will activate the more static elements like Website ads and banners.

The social media are becoming a more and more important communication channel and also ideal for you to use locally when kicking off the campaign.

Besides media such as Facebook and LinkedIn, we are also looking into being present on other social media like Pinterest (can also be used locally by your own in-house stylist for your customers to follow) and Instagram (share information about e.g. product news or events instantly via Facebook). A more detailed introduction and suggested local activities concerning these new media can be found Linkedin on our new Intranet.

Concept- and Campaign Presentation 9 generic campaign June Summer Fair June 2013 Generic catalogue campaign The following pages illustrate the elements and suggested use of the individual elements in order to obtain a consistent July communication in the market to keep focus on IDdesign and our offerings. The following overview outline the content of the generic campaign and the suggested campaign period can be found in the timeline to the right.

August

Catalogue ready for shipment from DK

11 Instore banners September 12 Ads 12 Product signage 13 Outdoor media 13 Car/bus branding October Catalogue 2014 14 Paper line launch 15/10 2013 Launch campaign 14 Gift wrapping 1/10 2013 - 15/11 2013 15 Give-away items November 16 Story telling elements Winter Fair Nov/Dec 2013 16 Paper bag

17 Online activities December

Generic campaign 15/11 2013 - 15/2 2014 January

February

Sale campaign 15/2 2014 - 15/3 2014 March

Clearance campaign 15/3 2014 - 1/4 2014

April

Catalogue 2014-2 launch 15/4 2014 Launch campaign 1/4 2014 - 15/6 2014

May

10 Concept- and Campaign Presentation generic campaign

Instore banners A range of instore banners has been designed to be mounted inside each store. The banners are mainly created in 60 x 180 cm., to fit our double sided metal banner floor stands. The accessories banners and podium banners have a different format: 100 x 150 cm and these should be placed up against a white or painted wall, that match the content of the banner. All banners should be printed on the following material: 100% Polyester 210 gr. pr. m² - Poly Mat. Banner stands for floor mounting can be purchased at HQ.

DELUXE It is easy to create your own exquisite Deluxe living space. Choose an icon product, like the MONROE sofa below, and use the beautiful accessories in WELCOME THANK YOU tone-on-tone shades to underline the luxurious feeling of the style. An extra- for visiting IDdesign vagant crystal pendant, an embroided to IDdesign silk cushion and plenty of small and large silver candle holders will help you catch the true Deluxe style! DELUXE GLOBAL URBAN UPNORDIC Imagine a living room setup taken straight from the scene Are you a strong believer of colour abundance when decoration For those of you who would describe yourselves as trend set- Wood. Fur. Knits. Pastels. These are key elements of the Upnor- of an old Hollywood glamour film. The sheer amount of glass your home? Do you have a thing for accessories with a twist of ters – not trend followers – Urban is certainly the way to go! dic style group from IDdesign. Picture those green shades of the Create the style! and crystal, satin, velvet and embroidered fabrics takes your baroque and ethnic expressions? Do you love to mix and match This style allows you to experiment as much, or little, as you Scandinavian nature and imagine the whole family gathered in breath away as you feel instantly drawn to the pure elegance, old and new items to add that extra personal touch? Then our would like. Go all the way with the combination of high gloss the living room surrounded by woven blankets and knitted cush- luxury and perfection of the setting. This is the defined feeling Global style group is the perfect choice for you as it contains surfaces, graphical wall prints and concrete furniture or keep it ions. Now transform this into your own setting – no matter the that you can create with the Deluxe style. Let us take you on the products that will make all the difference in your home. The simple by just adding a few accessories with that futuristic and geographical location, our exclusive selection of classic and time- a journey filled with exquisite materials and beautifully crafted tiles, pattern fusions and robust materials of Global will truly experimental touch that characterise the Urban style. This is less hand crafted products will bring a subtle touch of the Scan- interior accessories. make your style stand out. minimalism at its best! dinavian outdoor into your interior style.

MORE LIVING MORE STYLES MORE TRENDS MORE LIVING MORE STYLES MORE TRENDS

DELUXE GLOBAL URBAN UPNORDIC DELUXE GLOBAL URBAN UPNORDIC RICH IN DETAIL PATTERN FUSIONS COLOUR BLOCKING LAID-BACK CLASSIC GLOSSY METALLIC SHADES ROBUST MATERIALS CONCRETE CHARMING AND SIMPLE HAND CRAFTS SCULPTURED FORMS NO WHITE COLOUR TONES 3D STRUCTURES TIMELESS BEADING, LACE AND CROCHETING COLOUR-HAPPY MINIMALISTIC SCANDINAVIAN DESIGN LUXURY WITH AN ETHNIC EXPRESSIONS INNOVATION CURVED CONTOURS ANTIQUE ESSENCE DECORATIVE (BAROQUE) WASHED OUT COLOUR SCALE MOTHER OF PEARL GEOMETRICAL CONVEYING MYSTERY SOFT AND INVITING PASTELS SOFT SILHOUETTES TONE-ON-TONE IN THE DARK CUBIC DESIGN PERFECTED DETAILS HIGH GLOSS HARMONIOUS PERSONALITY AND RIGID EDGES LUXURIOUS AND EXCLUSIVE VARIATION OF CONTEMPORARY STYLE INTENSE GLOSS PATTERNS AND COLOURS GRAPHIC PRINT PRIMARILY WHITE STREAMLINED SIMPLICITY WITH A RETRO TWIST HIGHEST QUALITY DIP DYE COLOURING CHECKERED TECHNIQUE

MORE LIVING MORE STYLES MORE TRENDS MORE LIVING MORE STYLES MORE TRENDS MORE LIVING MORE STYLES MORE TRENDS MORE LIVING MORE STYLES MORE TRENDS MORE LIVING MORE STYLES MORE TRENDS MORE LIVING MORE STYLES MORE TRENDS MORE LIVING MORE STYLES MORE TRENDS MORE LIVING MORE STYLES MORE TRENDS Made in Denmark Made in Denmark Made in Denmark Made in Denmark

CatCh the style CatCh the style CatCh the style CatCh the style upnordiC urban deluxe global Scandinavian living is characterised by generous The streamlined simplicity of the accessories of Beautiful accessories will do the trick when you The Global style is, above all, cheerful and individual. amounts of natural materials. Therefore, the acces- the Urban style group is striking. Stringent, clean wish to create your own version of the Deluxe The accessories used in this style have a large variety sories of the Upnordic style group are equally dom- lines, geometric circles and graffiti prints are fun- style. The subtle tone-on-tone colour shades ex- of patterns, colours and materials that satisfies differ- inated by natural elements such as stone, wood, fur damental to the style, as well as the use of high ude luxury and exquisite materials such as silk, ent parts of your personality. Recycled materials like and skins. These elements crafted in organic shapes gloss surfaces and rigid edges. The materials and satin, lace and beading are complemented by met- unprocessed rubber, vintage design, coarse blankets and soft, inviting pastels create the harmonious shapes are also heavily used in modern industrial als of silver, bronze and copper. Together these and crude pompoms are all examples of true Global and laid-back feeling of Upnordic. Your style will and architectural design, making this the ultimate form a richness of detail and perfectly sculptured accessories. The most important emphasis is on YOU be charming, timeless and inspiringly comfortable urban style if you want to catch the look and feel silhouettes that will continue to flourish in the feeling the connection to these items - then it’s a true for the entire family. of the city that surrounds you! years to come. match !

More living More styles More trends More living More styles More trends More living More styles More trends More living More styles More trends Made in Denmark Made in Denmark Made in Denmark Made in Denmark

CATCH THE STYLE CATCH THE STYLE CATCH THE STYLE CATCH THE STYLE upnordic URBAN GLOBAL Deluxe NEW You will all receive a package with banners together with the catalogues free of charge!

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Concept- and Campaign Presentation 11 generic campaign

Ads A range of ads has been created in the most common formats which, however, can be easily adjusted locally or through Marketing HQ to fit any media requirements. The formats are A3, A4 and A5.

UPNORDIC Visit your local IDdesign DELUXE Visit your local IDdesign for more inspiration... for more inspiration... At IDdesign we are proud to carry a wide selection of At IDdesign we are dedicated Scandinavian furniture and accessories with a local twist. to bringing you the latest in We are passionately dedicated to bringing you the latest interior trends, colours and in interior trends, colours and materials – visit us today materials - visit us and be- and become inspired! come inspired! A3 A4 A5

DELUXE

Visit your local IDdesign for more inspiration... At IDdesign we are dedicated to bringing you the latest in interior trends, colours and materials – visit us and become inspired!

Scan the code and NEW view our catalogue! IDDESIGN Scan the code and CATALOGUE IN STORE view our catalogue! NEW IDDESIGN OASIS LIFE STYLE CATALOGUE IN STORE Markaz Al Bahja, Oman, Phone 24545658 OASIS LIFE STYLE Markaz Al Bahja, Oman, For more information please visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS Phone 24545658 For more information please Scan the code and view our catalogue! MORE LIVING MORE STYLES MORE TRENDS NEW visit www.iddesign.com IDDESIGN CATALOGUE IN STORE

OASIS LIFE STYLE Markaz Al Bahja, Oman, Phone 24545658 For more information please visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS

UPNORDIC

Visit your local IDdesign Visit your local IDdesign Visit your local IDdesign URBAN GLOBAL DELUXE GLOBAL Visit your local IDdesign for more inspiration... for more inspiration... for more inspiration... At IDdesign we are dedicated to for more inspiration... At IDdesign we are proud to carry a wide selection of At IDdesign we are proud to carry a wide selection of Scandinavian bringing you the latest in interi- Scandinavian furniture and accessories with a local twist. furniture and accessories with a local twist. or trends, colours and materials At IDdesign we are proud to carry a wide selection of Visit your local IDdesign Scandinavian furniture and accessories with a local twist. We are passionately dedicated to bringing you the latest in interior - visit us and become inspired! for more inspiration... We are passionately dedicated to bringing you the latest We are passionately dedicated to bringing you the latest trends, colours and materials – visit us today and become inspired! At IDdesign we are proud to carry a wide selection of Scandinavian in interior trends, colours and materials – visit us today in interior trends, colours and materials – visit us today furniture and accessories with a local twist. and become inspired! and become inspired! We are passionately dedicated to bringing you the latest in interior trends, colours and materials – visit us today and become inspired!

Scan the code and NEW view our catalogue! IDDESIGN CATALOGUE IN STORE OASIS LIFE STYLE Markaz Al Bahja, Oman, Phone 24545658 For more information please visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS

Scan the code and Scan the code and view our catalogue! NEW view our catalogue! NEW IDDESIGN IDDESIGN CATALOGUE Scan the code and Scan the code and CATALOGUE IN STORE view our catalogue! view our catalogue! IN STORE NEW NEW IDDESIGN OASIS LIFE STYLE OASIS LIFE STYLE IDDESIGN CATALOGUE CATALOGUE IN STORE Markaz Al Bahja, Oman, Phone 24545658 Markaz Al Bahja, Oman, Phone 24545658 IN STORE OASIS LIFE STYLE OASIS LIFE STYLE Markaz Al Bahja, Oman, Markaz Al Bahja, Oman, For more information please visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS For more information please visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS Phone 24545658 Phone 24545658 For more information please For more information please visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS visit www.iddesign.com MORE LIVING MORE STYLES MORE TRENDS

Product signage Below product tags can be used together with your standard IDdesign price signs. The round signs (both New Item and Bestseller) are ideal to use in connection with acrylic table or wall holders as they have been prepared with a special mounting cut out. The square tags (both New Item and Bestseller) can be used together with the price signs on selected products where you would like to highlight either a news message or the fact that this product is a bestseller. BESTSELLER

NEW ITEM BESTSELLER NEW ITEM

How to implement: In the generic campaign period it is important to keep a constant level of awareness in the market. Therefore we recommend that you place a certain amount of ads in local media and combine it with other activities such as radio spots and online activities. When booking the ads it could be relevant to bargain for free advertorial space at the same time.

12 Concept- and Campaign Presentation generic campaign

Outdoor media By placing large outdoor banners or billboards around your local area or around the city where your store is located, you are able to draw attention to our brand in a BIG way. As we are for- tunate enough to have some of our stores located close to main traffic points, it could be very relevant to take advantage of the large amount of general awareness.

Visit IDdesign and check out our Visit IDdesign and check out our brand new interior collection... brand new interior collection...... in store NOW ! ... in store NOW !

At IDdesign we are proud to carry a wide selection of Scandinavian furniture and accessories with a local twist.

NEW IDDESIGN CATALOGUE IN STORE At IDdesign we are proud to carry a wide selection of Scandinavian furniture and accessories with a local twist. MORE LIVING MORE STYLES MORE TRENDS

NEW Denmark in Made IDDESIGN CATALOGUE IN STORE

MORE LIVING MORE STYLES MORE TRENDS

Car/bus branding We have created some different layouts to inspire you to make a branded car or truck. They can also be used for advertising on buses. BOX TRUCK

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IDdesign-Bahrain Sitra Mall branch Budaiya branch Tel.: +973 17732919 Tel.: +973 17592400 Fax: +973 17732909 Fax: +973 17592404 www.iddesign-bahrain.com [email protected] Sitra Mall branch & Budaiya branch www.iddesign-bahrain.com

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Sitra Mall branch & Budaiya branch www.iddesign-bahrain.com

IDdesign-Bahrain Sitra Mall branch Tel.: +973 17732919 Fax: +973 17732909 www.iddesign-bahrain.com [email protected]

MORE LIVING MORE STYLES MORE TRENDS

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Sitra Mall branch & Budaiya branch www.iddesign-bahrain.com

MORE LIVING MORE STYLES MORE TRENDS GN MORE LIVING MORE STYLES MORE TRENDS

Concept- and Campaign Presentation 13 generic campaign

Paper line Postcards Use the IDdesign stationary to We have created 5 different postcards that allow you to collect the build a strong brand. contact information of your customers. This helps you build up a local customer database which could be used to send out direct mails (depending on local direct marketing rules and regulations).

DELUXE Keep in touch? Mr Hans Hansen To stay in touch with IDdesign and learn about product IDdesign a/s news and local events, please complete all details below Damvej9 and hand it to the IDdesign staff at the check-out counter. DK-8471 Sabro Check this box if you would like to receive news IDdesign-Hansen Phone +000 0000 0000 Tlf. +45 8817 9000 and information from your local IDdesign store Address: Xxxx, 2nd Floor, Fax +000 0000 0000 Fax +45 8817 9019 P.O. Box: xxx, XXXXX, Xxxxxx Mobile + 000 0000 0000 Name: www.iddesign-xxxx [email protected] MORE LIVING MORE STYLES MORE TRENDS Address:

Postal code/City: Business cards Phone number: Email address:

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DELUXE URBAN

Envelope

MORE LIVING MORE STYLES MORE TRENDS GLOBAL UPNORDIC

A4 writing paper

MORE LIVING MORE STYLES MORE TRENDS Post-it pads

Generic invite template Gift wrapping When launching the new IDdesign collection, the coming catalogue The perfect wrapping for the perfect gift. Choose the wrapping or other festive activities, this generic invitation template can be that fits the style group or go with the generic campaign colour used. Should you find the need, please contact Marketing HQ and to match the design of the IDdesign paper bags. The wrapping we will be more than happy to assist you by creating the final invites paper can either be ordered and produced in Denmark (please and other marketing materials for a successful event. contact Marketing HQ) or it can also be produced locally.

InvItatIon Deluxe Official opening iddesign xxxxxxx

More living M ore styles M ore trends Deluxe

InvItatIon to grand openIng GRAND OPENING DETAILS Iddesign xxx Iddesign Al-Khobar

It is our great honour and privilege to announce the opening of the new iddesign showroom, located in xxxx. The showroom sets a whole new standard for furniture and lifestyle stores in xxxxxx and Date and time: October XXth 2012 we are pleased to invite XX PM

Place: IDdesign Al-Khobar Showroom Mr. Dharan Street Facing Coral International Hotel To celebrate the opening together with our esteemed colleagues, Al-Khobar customers and business associates.

We are looking forward to making this the most anticipated showroom opening of the year!

Kind Regards,

Mr. Xxxx Xxxxx IDdesign Xxxxx RSVP: Kindly revert to Mr. XXXX no later than October XX 2012. Global More living More styles more trends

How to implement: Urban There are many advantages by having a local customer (CRM) database. This gives you the opportunity to have a more direct contact with your customers even after they leave your store. However, there are many local regulations concerning Upnordic the direct contact of previous customers, therefore we strongly recommend that you familiarize yourself with any local rules before create a CRM database.

14 Concept- and Campaign Presentation generic campaign

Give-away items Here is an overview over IDdesign branded give-aways. They are ideal for letting your customers show our brand after having left the store. Please forward your order to Marketing HQ.

Branded give-away items

When ordering: The complete overview of the IDdesign branded give-away items can be found on our new Intranet during Autumn 2013. Here you will also find the prices and minimum quantities required to place an order.

Concept- and Campaign Presentation 15 generic campaign

Story telling elements To create more traffic stoppers and in-store inspiration, this year’s campaign include a number of stories about different products. This is an opportunity for the end user to get to know e.g. some of our products, the designers and the thoughts behind some of the products. The signs should be placed next to the products in your store.

DELUXE GLOBAL DELUXE URBAN

MONETESE TALCA MONROE TESTAROSSA Our Monetese sofa is clearly inspired Offering a mix of different colours and Monroe is the true essence of Deluxe. It Geometric and graphical, our Testarossa sofa by the sixties wingback sofas with the patterns, our Talca chair will refresh your is a sofa that decorates your home in a makes room for the modern individual. Te- tall back and earflaps. The idea behind personal space in an instant. Talca combines dominant and feminine manner. The style starossa is designed in straight lines and cov- Monetese was to combine the classic funky and ethnical details from different is smooth and feminine with an expres- ered with a unique glossy silver fabric. This style from the sixties with the comfort cultures into a unique chair filled with en- sion of extravagance and luxury. Its retro simple and straight forwarded design opens and quality of today. The result is a ergy and cosiness. The unique patchwork is designed backrest and gently curved form, endless of possibilities, and leaves room for unique timeless sofa that truly revives produced in a very soft Dallas fabric, which revives the elegance from the fifties in an experimentation. Upgrade Testarossa with the look and the feelings from the ensures extra comfort for those cosy nights. authentic and beautiful way. Allow your- modern accessories and find out, how far you classy sixties, but with a twist of simple Use your own personal accessories to make self a true piece of comfortable luxury, and wish to push your personal style. Scandinavian design. Talca even more unique, and enjoy your very style Monroe in your own personal way. own piece of cosiness every day.

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UPNORDIC GLOBAL UPNORDIC UPNORDIC

CAPRI 111 CUSHIONS BOTTLE CHANDELIER WATERFALL Capri 111 is exactly what the Upnordic Our collection of cushions is carefully Bring unique lighting to your living or MEET THE DESIGNER With our Waterfall coffee table, simplic- style is all about. Natural materials selected by our highly knowledgeable dining room with this eye-catching Bonne Plat is brought up combined with simple Scandinavian design team. Travelling around the world, chandelier. The sparkling bottles lights in an artistic family and ity meets practical storage in a natural and in 1995 he graduated useful way. Designed with your personal design kept in light natural colours. they find their inspiration in different up your room in a rustic and innova- successfully at the Acad- emy of Arts in Kampen, needs and minimalism in mind, this table will Besides being a solid and extraor- cultures and put a great effort in selecting tive way, and decorates your home in The Netherlands. In that same year his successful add useful Scandinavian simplicity to your dinary comfortable sofa, Capri 111 the most unique and artful cushions. All a personal and individualistic manner. Bottle Chandelier was comes with stain resistant Maranello our cushions are produced using a variety This artistic chandelier pays tribute to introduced. Bonne Plats’ personal space. Besides that, the table can be message to the world: used for storage. Both ends of the table pro- fabric. This fabric makes Capri 111 a of techniques including hand embroidery this iconic bottle type, which have been The only meaning of life is family friendly sofa, and ensures a and screen printing. Take a closer look to used in a various ways for generations. having sense in living! vide access to inside storage, making it easy beautiful sofa for many years. explore the quality and the detailed and to storage etc. magazines or small objects. unique patterns.

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Paper bag We have created a new layout for a paper bag. You will just have to inform us about the exact format for the type of bag needed and we will provide you with high res files for the production.

How to implement: To provide our customers with an inspirational visit to our IDdesign stores, we strongly suggest that you implement the story telling elements and wall mount these in the settings where the product in question can be found. As certain products might not be found in your store – or you have other specific products that you would like to receive story telling about, please feel free to contact Marketing HQ.

16 Concept- and Campaign Presentation online

Online activities During the period of the campaign that we call ‘the generic period’ all online media (corporate and local websites, corporate and local Facebook pages and other locally used social media platforms) should be updated with new pictures and copy leaving out the ‘News theme’. All relevant material (text and images) will be uploaded to our new IDde- sign Intranet and you will be notified when it’s ready to download.

Facebook application The original style group test has been updated and converted to a Facebook application, which will be launched during the period of the campaign that we call ‘the generic period’. The WHAT’S YOUR STYLE? STYLE AND TASTE IS ALL ABOUT WHAT WORKS FOR YOU AND YOUR LIFESTYLE, Press “Like” NOT THE OTHER WAY AROUND to enter the app includes a fangate, which means that the customer must ANSWER THE QUESTIONS FROM competition 1 TO 9 TO DISCOVER YOUR STYLE like your page before taking the test – an easy way to create a ENTER YOUR EMAIL TO WIN AN IPAD 3 larger audience.

A Facebook activity plan has been created and will be shared with you during Autumn 2013.

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Local website We recommend that you update your local website on a regular basis. Most customers tend to check out a company’s website before visiting the store. Therefore you should think of your local website as a ‘store window’ equal to the façade of the store itself.

Linkedin To brand our company and expose yourself to people within certain professional fields (e.g. interior designers), make sure to share our corporate LinkedIn profile with your connections on LinkedIn. Whenever it has been updated we recommend that you distribute this news – this way we spread the IDde- sign word within the professional world as well!

Online card The purpose of the online card is to draw attention to our presence on various online media. This card can be placed Visitonline us at the disk or added to your customers’ paper bag together How to implement:

IDdesign.com Using a wide range of online and with the receipt. We can easily add your local website and Our online presence makes it possible for you to follow us outside the store. On our website you can find a list of all our stores, read more about our different style Facebook profile – just send us an email and we will make the groups and the IDdesign concept. social media as a part of your marke- Visit the website of your local IDdesign store for more specific product information and local activities: adjustments and provide you with files that are ready to print. xxxxxxxx.com ting platform has several advantages. It is a very cost efficient way to reach a large audience and you are able to reach

Facebook.com/Iddesign Liking us on Facebook is a great opportu - your customers in a more personal way. nity for all who love interior design to receive news, style tips and information SCAN about the local IDdesign stores. Get our interior catalogue on your screen – All you will have to Urban, Global, Up Nordic or Deluxe? On do is to scan the QR-code that leads you directly to an online A more detailed approach and our our Facebook page you will also find a version of the latest catalogue. new application, which helps you find your personal style group.

Follow your local store on: xxxxxxxxxxx IDdesign recommendations regarding the use of online and social media can be found on our Intranet.

Concept- and Campaign Presentation 17 February sale campaign

Sale campaign 15/2 2014 - 15/3 2014 March Sale and clearance campaign

In order to prepare the store and your warehouse for the launch and products of Clearance campaign the 2014_2 catalogue (to be launched in Mid April 2014), we recommend that you 15/3 2014 - 1/4 2014 finalize the generic campaign period and move on to the sale period. This could be followed by a short clearance period. The difference between the two is that the April sale period should – depending on local stock issues and possible local legal regula- Catalogue 2014-2 tions – have a SAVE-message starting with e.g. save up to 25% and all your commu- launch 15/4 2014 nication should focus on this. However, to really speed up the sale and store traffic, Launch campaign after a while you could replace the sale period and related messages and become 1/4 2014 - 15/6 2014 increasingly price active in your communication both in-store and in advertising by May using strong price-messages and flyers that are very strong on price points. These elements are designed to support the sale and clearance message in-store.

Fonts

Sale Dolmen 25% SALE Cendia regular Cendia italic SALE save up to 0,000 SALE Bliss 2 regular Caps Bliss 2 extra bold campaign Cendia regular

All fonts and colours can be downloaded from the imagebank.

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Colours Instore deco/ window foil/ Instore deco/ window foil/ ad elements ad elements

save up to C:0 M:0 Y:100 K:0

Price splashes: 25%

Dolmen Dining Table 0.000,- SAVE 000,- sale save up t sale sale o 25%

18 Concept- and Campaign Presentation sale campaign6

Sale flyer In order to support you in the sale campaign period, a flyer solution will be created and offered to you. The general scope of the flyer is 8 pages with medium to strong focus on the sale messages which means it will contain references to discounts of various sizes (depending on your local wishes). The flyer will contain some products/product settings that are defined by IDdesign HQ (e.g. bestsellers with a strong price point) and some parts of the flyer will be open for you to insert products chosen by you. You will receive the first layout by e-mail during the Autumn and from there the flyer will be finalized in close cooperation with you.

How to implement: A range of in-store activities, local SMS campaigns, advertising in local media and radio spots can help you reach a broader audience. To ensure you keep track of your activities and budgets, we strongly recommend that you create a local marketing plan. The Marketing Team in HQ will be more than happy to assist with this!

Concept- and Campaign Presentation 19 For more information, please contact Ms. Birgit Schultz • E-mail: [email protected] Mr. Piet Klein • E-mail: will follow soon

Visit our website: www.iddesign.com