| Title | CREATE WHAT YOU WANT |
| Brand | IKEA |
| Product/Service | CATALOGUE 2014 |
| Category |
A04. USE OR INTEGRATION OF USER-GENERATED CONTENT |
|
Entrant Company
|
JSC INSTINCT Moscow, RUSSIA
|
|
Contributing Company
|
JSC INSTINCT Moscow, RUSSIA
|
Credits
| Roman Firainer |
Instinct |
Creative Director |
| Yaroslav Orlov |
Instinct |
Creative Director |
| Nikolay Fabrika |
Instinct |
Digital Creative Director |
| Nikolay Pere |
Instinct |
Art Director |
| Maria Borzilova |
Instinct |
Copywriter |
| Christofer Weider |
Instinct |
Digital Art Director |
| Maxim Demkin |
Instinct |
Art Director |
| Matthew Choudnovski |
Instinct |
Digital Strategic Planner |
| Marina Vershinina |
Instinct |
Client Servce Director |
| Anna Glinkina |
Instinct |
Account Director |
| Vera Ulitenko |
Instinct |
Senior Account Manager |
| Anna Chaplygina |
Instinct |
Digital Producer |
| Tatyana Maximova |
Instinct |
Producer |
| Ekaterina Krasina |
Instinct |
Digital Account Manager |
The Campaign
There are no info
Results
Challenge:
- To become the Leader in Life at home, driven by passion for improving everyday lives of many people.
Communication objective:
- Present IKEA Catalogue 2014 as the source of real storage solutions for a happy and comfortable life for families with kids;
- To create the new IKEA Catalogue 2014 awareness
Business objective:
- Increase sales
- Increase sales of kids line
- Grow Catalogue awareness
Strategy:
- Parents know that children are full of incredible ideas and want to develop their kids’ talents. Yet less than 30% of parents in Russia take into consideration their kids’ opinion. Even though home is the place where kid’s talents emerge and develop first of all. That is why IKEA made kids center of the new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and even to create an advertising campaign
Execution:
- Home is a place where kid’s talents start and grow. That is why IKEA wants parents to listen to kid’s opinion even in home furniture issues. To help kids to communicate with parents and unleash their imagination IKEA made kids center of the new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and gave them freedom to make the advertising campaign during the whole year (TV campaign was written, designed, acted, shot by real kids, the same as national outdoor campaign with drawings made by real kids).
Parents know better how kids room should like. And parents don't trust their kids taste. To help kids to communicate with parents IKEA made kids center of the new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors. MUSEON park turned into a big inspirational creative studio for families with kids. Сhildren were invited to participate in master classes, where they could unleash their creativity together with celebrity professionals in different creative skills (director, DOP, actress, costume designer, etc.) and created exciting stories for TV commercial in IKEA interiors. While the kids were practicing their talents, their parents could attend the School of parents, where a famous family psychologist and IKEA designers shared their expertise on how the right home environment can influence the kids development. IKEA will continue engaging kids from all over Russia To further develop the “Create what you want” idea.
Results:
- 30 thousand people, including 10 thousand kids visited the event in MUSEON
- Over 80 000 people visited the web site, time spent on website - 4 minutes.
- Over 500 000 people viewed the TV commercial on YouTube
- Launch campaign enjoyed vast coverage in leading Russian media:
- AVE (advertising value equivalent): 13 187 304 RUR
- PR Value (AVE*4): 52 749 216 RUR
- SALES went up by 23%