Title | IKEA PS 2014 |
Brand | IKEA |
Product/Service | IKEA PS DESIGNER COLLECTION |
Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
Entrant Company
|
JSC INSTINCT Moscow, RUSSIA
|
Advertising Agency
|
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 |
Results and Effectiveness
The news about the collection spread instantly across top tech and design media with total reach of 200+ M.
Creative Execution
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.
Insights, Strategy and the Idea
IKEA PS is a 34 items designer collection. How to tell people about the collection with zero media and production budget?
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.
Each of 34 IKEA PS items have got their personal Instagram accounts. And were linked using Instagram tagging feature.