| Title | KITCHEN BLIND TEST |
| Brand | IKEA |
| Product/Service | METOD KITCHEN SYSTEM |
| Category |
A04. AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Advertising Agency
|
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 Executive |
| 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 |
| Jens Sjöbergh |
Åkestam Holst |
Digital 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 Brief
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. But how could we make the kitchen interesting and newsworthy again for the customers?
Creative Execution
In traditional media we tell, in an emotional way, the benefits with the product. But to make them actually talk about the product, the key was to prove it and let experience it on their own. Something quite rationally, suddenly becomes interesting and emotional.
Describe the creative solution to the brief/objective.
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 as well IKEA fans as influential people such as journalists and bloggers. 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.
Results
By letting a blind cook demonstrate the kitchen we gave the guests an unforgettable evening and every single invited guest wrote and talked about their experience at the supper club.
Also:
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.