| Title | KITCHEN BLIND TEST |
| Brand | IKEA |
| Product/Service | METOD KITCHEN SYSTEM |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Contributing Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Credits
| Andreas Ullenius |
Åkestam Holst |
Creative Director |
| Hanna Björk |
Åkestam Holst |
Copywriter |
| Lars Holthe |
Åkestam Holst |
Art Director |
| Kjell Månsson |
Åkestam Holst |
Account Director |
| Henrik Adenskog |
Åkestam Holst |
Account Director |
| Johan Eklund |
Åkestam Holst |
Digital Producer |
| Anna Nolendorfs |
Åkestam Holst |
Account Manager |
| Jerker Winther |
Åkestam Holst |
Planner |
| Elias Awada |
Åkestam Holst |
Graphic Designer |
| Anna Lundeborg |
Åkestam Holst |
Digital Planner |
| Mimmi Morén |
Åkestam Holst |
Assistant Account Manager |
| Anne/Lie Karl |
Åkestam Holst |
Studio Assistant |
| Lo Bjurulf |
Linkdetails |
Interior Designer |
| Joachim Lundgren |
Söderberg Agentur |
Photographer |
| Christine Eliasson |
IKEA |
Advertiser's Supervisor |
The Campaign
Studies show that 4 out of 5 Swedes have a negative attitude towards advertising. In order to break into the consumer's awareness without creating a negative attitude, we needed something more than a traditional campaign.
In traditional media we tell, in an emotional way, the benefits with the product. But to make them write and talk about the product, the key was to actually prove it. Something quite rationally, suddenly becomes interesting and emotional.
Results
The kitchen system METOD was successfully launched in 2013. One year later we were asked to do a re-launch. Now focusing on the inside, smart solutions and organisation. In ordet to make the kitchen interesting and newsworthy again we used the wide food interest in Sweden and exposed the METOD kitchen for the ultimate test. We created a secret supper club by building a METOD kitchen in a private apartment and invited food bloggers, journalists and IKEA fans. What the guests didn’t know was that the chef was blind and that she had only a few hours to get to know her new kitchen before the opening night. With direct insight to the kitchen the exclusively invited guests could follow the chef’s work while they were enjoying the five-course menu.
People spread the word about the supper club reaching a total of 4,3 million people.
We decided to expose METOD for the ultimate test. We created a secret supper club by building a METOD kitchen in a private apartment and invited food bloggers, journalists and IKEA fans. What the guests didn’t know was that the chef was blind and that she had only a few hours to get to know her new kitchen before the opening night. With direct insight to the kitchen the exclusively invited guests could follow the chef’s work while they were enjoying the five-course menu.
Exclusive 8 min interview aired on Swedens largest tv channel (TV4) on prime time.
+50 articles in Swedish newspapers and magazines.
+ 100 posts on larger Swedish blogs.
Total reach 4,3 million people.