Title | IKEA'S LITTLE CHANGES |
Brand | IKEA PORTUGAL |
Product/Service | IKEA |
Entrant Company
|
TBWA\LISBOA, PORTUGAL
|
Advertising Agency
|
TBWA\LISBOA, PORTUGAL
|
Production Company
|
MINISTERIO DOS FILMES Lisbon, PORTUGAL
|
Credits
Leandro Alvarez |
TBWA/Lisboa |
Chief Creative Officer |
Hellington Vieira |
TBWA/Lisboa |
Copywriter |
Julliano Bertoldi |
TBWA/Lisboa |
Art Director |
Marina Zambujo |
TBWA/Lisboa |
Account Executive |
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
We had to increase IKEA's perception as an specialist in homes for families with children. We also had the objective to increase visits to the store and to IKEA's main digital platforms: their website and the Facebook page.
What if we asked the children to create their own homes?
We asked hundreds of children to draw the home they would love 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.
Success of the Campaign
As we bring to life very challenging projects with real IKEA products and solutions, it was clear to consumers that IKEA was the best home furnishing specialist for people living with children. And also an extremely versatile source for everyone's needs in home decoration.
The most liked, shared and commented IKEA content ever.
IKEA Portugal ́s Youtube channel views increased 100%.
1.015.410 views - 601.504 estimated minutes watched
Significant increase in store visits compared with the previous year.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The whole story was told from three perspectives: children, parents and IKEA ́s designers. 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.