Dear IKEA, would you consider sponsoring us some NG-MY KIA?

Jecelyn Yeen
Mar 24 · 5 min read

[Update Apr 15, 2019: IKEA said YES! Here is the announcement.]

We love IKEA’s creativity, especially the recent IKEA’s Penang marketing campaign. We, NG-MY made our own version of it. Hopefully, IKEA will think we’re brilliant and consider sponsoring us 20 NG-MY KIA (DJUNGELSKOG orangutan soft toys) after reading this post!

First, we will walk you through the story of our creative thinking process before we reveal the full version of our meme. Feel free to scroll straight to the bottom if you can’t wait!

Background

IKEA made waves recently when they launched a quirky ad campaign to introduce its latest branch, IKEA Batu Kawan in Penang. The campaign featured a series of puns celebrating the local culture through the use of light-hearted Hokkien(a local dialect) wordplay.

IKEA’s creative marketing campaign

The campaign was inspired by Hokkien memes listing words that end with “Kia”. The ads have successfully captured the attention and imagination of the locals.

Lightbulb Moment

I was in the middle of searching for IKEA marketing contacts to ask for DJUNGELSKOG orangutan soft toys sponsorship when I came across these ads. Talk about good timing!

They inspired Stephanie and I 💡 — to roll our own version of these ads 😏, be creative and make it happen (hopefully we impress IKEA, not the reverse)!

Stephanie and I with NG-MY KIA (orangutans)

Wait… what is NG-MY?

I am Jecelyn Yeen, a software engineer from Kuala Lumpur, Malaysia. I am the organizer of a tech conference called NG-MY.

#ngMY2019 is focus on Angular — a popular framework to build web and mobile applications. It is the first Angular conference in Southeast Asia, with 300+ attendees regionally. It is happening right here in Malaysia. Coming soon in July!

#ngMY2019 is a labour of love. What does that even means? This is the definition according to Cambridge Dictionary:

A piece of hard work that you do because you enjoy it and not because you will receive money or praise for it, or because you need to do it.

The team and I work on it because we are passionate about tech and community, we think Malaysia deserve an international standard, word-class software development conference.

Most importantly, we have an orangutan in our logo! Do you know why? It is because the orangutan is native to Malaysia and we are coding apes after all. LOL! 🐒

NG-MY logo. Drawn by Adrian Yeong & Jenna Tan.

One day while browsing through the IKEA website for my house renovation, I saw IKEA’s DJUNGELSKOG orangutan soft toy. It was LOVE at first sight! The moment I saw it, I knew that it was going to be our conference mascot, our perfect NG-MY KIA!

IKEA’s online shop: DJUNGELSKOG orangutan soft toy

We quickly adopted four of them and have been bringing them to tech meetups since. And people love them! 😍

Orangutans & the ladies — Women Who Code KL International Women’s Day Celebration

We also create social media posts with them. Lots of love for this cute little one! ❤️❤️❤️

Our Pitch

4 orangutans are not enough. We need more of them to host the conference and also to give away to attendees! Therefore, we hope IKEA can consider supporting us!

Here is the full version of our IKEA Penang campaign inspired pitch for sponsorship.

I am not PAI KIA, I know you are IKEA.
I am not SIAO KIA, I know you are IKEA.
I am looking for NG-MY KIA, they are born in IKEA.
Orangutan is our NG-MY KIA, they stay in IKEA.
We are looking for sponsor for NG-MY KIA, we hope IKEA can sponsor us 20 NG-MY KIA.
KIA KIA, let’s go IKEA, and bring back our NG-MY KIA!

And here is the full version of the poem in writing:

I am not PAI KIA, I know you are IKEA.

I am not SIAO KIA, I know you are IKEA.

I am looking for NG-MY KIA, they are born in IKEA.

Orangutan is our NG-MY KIA, they stay in IKEA.

We are looking for sponsor for NG-MY KIA, we hope IKEA can sponsor us 20 NG-MY KIA.

KIA KIA, let’s go IKEA, and bring back our NG-MY KIA!

Bonus stanza! (without image though) 😂:

Although I am not driving KIA, but I will still go IKEA collect our KIA!

That’s all, thanks for reading. We hope IKEA will consider sponsoring us our kia. We promise to give them good homes.

So what do you say IKEA?

We have linkedin IKEA as well!

Please help us by clap 👏, share anywhere and probably tag IKEA! 🤗

Special thanks to Jessica Ch'ng — proof reading, Henry Lim — banner image redesign, Stephanie Tan — amazing script.

Hope you will consider sponsoring us, IKEA!

Find out more about our conference:

[Final Update] Did we succeed?

OH YES! After our “intensive marketing campaign” (well, not really, hah), Nigel Richardson, the head of marketing, IKEA Southeast Asia replied me in LinkedIn, view the reply here.

I provided a more detailed proposal and costing, then the rest is history. 🥳

There are people think we are crazy, effort will be wasted and IKEA would not reply to “small potato” like us.

Wanna know the real feeling of mine?

It is okay if that doesn’t work out, because I have fun throughout the process.

I am glad everything work out. Thanks IKEA and the team for making this happen!

We pick up NG-MY kia at IKEA!

Reference:

Jecelyn Yeen

Written by

Coder. Diver. Speak English, Mandarin, Javascript, C# and more.

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