| Title | IKEA PS 2014 |
| Brand | IKEA |
| Product/Service | IKEA PS DESIGNER COLLECTION |
| Category |
A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA |
|
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 |
| Timur Abdusheev |
Instinct |
Art Director |
| Maxim Demkin |
Instinct |
Art Director |
| Dmitry Moiseev |
Instinct |
Copywriter |
| Matthew Choudnovski |
Instinct |
Digital Strategic Planner |
| Natalya Ametova |
Instinct |
Account Director |
| Vera Ulitenko |
Instinct |
Senior Account Manager |
| Shkurenkova/Olga |
|
|
The Campaign
There are no info
Results
Our strategy was to create a news- worthy project to hijack the headlines of the media our target audience reads.
To do this we built a world's first website. Inside Instagram.
Using basic features of Instagram, we have created an Instagram 'website', echoing the main concept of IKEA PS 2014: ‘Always on the move’: it is designed for smartphones, which are always at hand, and is powered by Instagram, one of the most ‘quick’ mobile apps.
Each of 34 IKEA PS items have got their personal Instagram accounts. And were linked using Instagram tagging feature.
IKEA PS is a 34 items designer collection. How to tell people about the collection with zero media and production budget?
We built a world's first website. Inside Instagram.
Each of 34 IKEA PS items have got their personal Instagram accounts. And were linked using Instagram tagging feature.
The news about the collection spread instantly across top tech and design media with total reach of 200+ M.