Winners & Shortlists

IKEA'S LITTLE CHANGES

TitleIKEA'S LITTLE CHANGES
BrandIKEA PORTUGAL
Product/ServiceIKEA
Entrant Company TBWA\LISBOA, PORTUGAL
Advertising Agency TBWA\LISBOA, PORTUGAL
Production Company MINISTERIO DOS FILMES Lisbon, PORTUGAL
Credits
Name Company Position
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.