| Title | KITCHEN BLIND TEST |
| Brand | IKEA |
| Product/Service | METOD KITCHEN SYSTEM |
| Category |
A06. EVENTS & EXPERIENTIAL (INCL. STUNTS) |
|
Entrant Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Advertising Agency
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
PR Agency
|
GRAYLING NORDICS 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 |
The Campaign
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. In ordet to make the kitchen interesting and newsworthy again we used the wide food interest in Sweden and exposed the METOD kitchen for the ultimate test. We created a secret supper club by building a METOD kitchen in a private apartment and invited food and interior bloggers, journalists and IKEA fans. 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.
Swedish medias spread the word about the supper club reaching a total 4,3 million people.
The Brief
Target audience:
Wide general - every imaginable METOD customer.
"Foodies" - food geeks that act as ambassadors.
Target media:
Nationwide Swedish media.
Local Stockholm press.
Food media and bloggers.
Interior media.
Results
By letting a blind cook demonstrate the kitchen we gave the guests an unforgettable evening and every single invited journalist wrote about their experience in blogs, newspapers and magazines.
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.
Execution
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 food bloggers, journalists and IKEA fans. 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.
The Situation
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?
The Strategy
A well-organized kitchen enhances the everyday life of ordinary people. With the METOD kitchen, IKEA has managed to create a flexible kitchen, designed for today's needs. We chose to take advantage of the huge food interest in Sweden, to carry out the message about the endless possibilities that comes with METOD.