| Title | IKEA'S LITTLE CHANGES |
| Brand | IKEA |
| Product/Service | IKEA |
| Category |
A02. NON-FICTION: SERIES OR FILM |
|
Entrant Company
|
TBWA\LISBOA, PORTUGAL
|
|
Contributing Company
|
TBWA\LISBOA, PORTUGAL
|
|
Production Company
|
MINISTERIO DOS FILMES Lisbon, PORTUGAL
|
Credits
| Leandro Alvarez |
TBWA/Lisboa |
Chief Creative Officer |
| Julliano Bertoldi |
TBWA/Lisboa |
Art Director |
| Hellington Vieira |
TBWA/Lisboa |
Copywriter |
| Marina Zambujo |
TBWA/Lisboa |
Account Manager |
| António Serrano |
TBWA/Lisboa |
Agency Producer |
| Patrik Antoni |
IKEA Portugal |
Marketing Director |
| Claudia Domingues |
IKEA Portugal |
Communications Manager |
| Marco Martins |
Ministério Dos Filmes |
Director |
| Alberto Rodrigues |
Ministério Dos Filmes |
Executive Producer |
| Celina Morais |
Ministério Dos Filmes |
Production Manager |
| Vitor Mengates |
Ameba |
Sound Studio |
| Noiserv |
Noiserv |
Music Artist |
The Campaign
It is still early stages of Brand Entertainment in Portugal, and quite often is mistaken as sponsorship or activation.
There are no specific legal restrictions, so it follows the same legislation and constraints applied to regular advertising and communication efforts.
Results
IKEA belives that it ́s not children that should adapt to homes. It ́s homes that must children.
To prove it we asked hundreds of children to draw the home they would dream to live with their
families. We didn ́t give them rules, nor limits, only a clean sheet of paper and some colored
pencils. Among all the projects, we selected the 5 most challenging ones. And, to bring them to
life, we brought together the little designers and the IKEA ́s designers. From the fusion of a
fantasy world and IKEA ́s products, 5 real homes were born.
The whole story was told from three perspectives: children, parents and IKEA ́s designers. The
TV ads worked as the documentaries ́ trailers. The website presented the complete story and
the IKEA solutions that helped turn the children ́s dreams into reality. It also included a huge
research from 25 countries about children ́s development (Play Report IKEA 2009/13). The 5
sets created were exposed in the IKEA stores. The event 'IKEA ́s Little Changes ́ Big Event' in
the IKEA stores allowed the portuguese children to have the same experience.
IKEA used this content as the basis for all their communications efforts in 2013.
The TV ads worked as the documentaries ́ trailers. Facebook posts on IKEA ́s page informed
consumers of the new episodes and also promoted the digital platform. IKEA website homepage
was also used as a medium to attract visitors to the content.
The most liked, shared and commented IKEA content ever.
IKEA Portugal ́s Youtube channel views increased
1.015.410 views, 601.504 estimated minutes watched.
Significant increase in IKEA stores visits and sales compared to the previous year.