| Title | IKEA'S FANTASY KITCHEN |
| Brand | IKEA BELGIUM |
| Product/Service | IKEA KITCHEN SYSTEM |
| Category |
A04. AMBIENT MEDIA: LARGE SCALE |
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Entrant Company
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DDB BRUSSELS, BELGIUM
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Advertising Agency
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DDB BRUSSELS, BELGIUM
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Media Agency
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INITIATIVE Sint-Pieters-Woluwe, BELGIUM
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Production Company
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MONODOT Brussels, BELGIUM
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Credits
| Peter Jongert |
IKEA Belgium |
External Communication Manager |
| Christine Van Den Winckel |
IKEA Belgium |
Deputy Marketing Manager |
| Peter Ampe |
DDB BRUSSELS |
Executive Creative Director |
| Danny Vissers |
Ddb Brussels |
Creation |
| Francis Lippens |
DDB Brussels |
Account Director |
| Kaat De Brandt |
DDB Brussels |
Account Manager |
| Astrid De Paep |
DDB BRUSSELS |
Account Executive |
| Dominique Poncin |
Ddb Brussels |
Head Of Strategy |
| Maarten Van Daele |
DDB Brussels |
Strategic Planner |
| Maarten Breda |
Ddb Brussels |
Digital Producer |
| Brigitte Verduyckt |
DDB Brussels |
Tv Producer |
| Andreea Buescu |
DDB Brussels |
|
| Wim Bonte |
|
Director |
| Christophe Vanhoutte |
|
Dop |
| Tatiana Pierre |
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Executive Producer |
| Charlotte Cotman/Bram Sterckx |
|
Producer |
| Frauke Dierickx |
|
Post Production |
| Kevin Leunis |
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Editor |
| Manolito Glas |
|
Art Director |
The Brief
The biggest and most important launch for IKEA in 2014: a new and highly flexible kitchen system. The only thing we could reveal was the name: METOD
But how could we promote the modular dream kitchen with its endless possibilities while we were not allowed to show it?
To build up the tension for the launch and showcase the endless possibilities, we turned to children. The idea behind this: if IKEA can build a kitchen to a child’s imagination, we can build a kitchen to everyone’s imagination.
Via Facebook we asked kids to draw the most crazy, coolest kitchen they could possibly imagine. IKEA promised to actually build the coolest design.
Creative Execution
Every documentary further built up the tension, while communicating the USP’s of the new METOD kitchen system in an IKEA way. The reveal was the subject of the final documentary.
IKEA held its promise and built a pirate boat kitchen with a span of 7 meters. Making it a true attention grabber offline and online.
Describe the creative solution to the brief/objective.
With zero media budgeting we built a campaign which lasted 3 months, comprising 3 phases and dealing with the constriction that we couldn’t show the kitchen the first 2 phases of our campaign. IKEA broadcasted the selection process of the drawing contest for the Coolest Kitchen. The entire budget was used to produce the content. Short documentaries aired on IKEA’s owned media channels and YouTube to grow the excitement and keep the attention span going for 12 weeks.
Results
The final documentary on the project had 7 times more comments, 30 times higher audience ratings and likes and got shared 50 times more than the IKEA social media benchmark.
The METOD launch reached 2.3 million Belgians. That is 70% of the 25-55 Belgian people on Facebook.
Because of the excitement that was built up, the IKEA Belgium Facebook page was -on the 31st of may- the best performing IKEA Facebook page in the world.
We didn’t only get Belgium’s attention; we also got them to buy kitchens. IKEA sold 14% more kitchens compared to the previous year.