Winners & Shortlists

IKEA PS 2014

TitleIKEA PS 2014
BrandIKEA
Product/ServiceIKEA PS DESIGNER COLLECTION
Category C02. USE OF SOCIAL IN A PR CAMPAIGN
Entrant Company JSC INSTINCT Moscow, RUSSIA
Advertising Agency JSC INSTINCT Moscow, RUSSIA
Credits
Name Company Position
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

The Campaign

IKEA PS is a 34 piece designer collection. How to tell everyone about the collection with zero media and production budget? Using basic features of Instagram, we built a collection 'website' inside the app.

The Brief

We need to tell people about a new IKEA designer collection with zero media and production budget. This collection is much more expensive than the other products in IKEA that was also a challenge for us.

Results

The news about the collection spread instantly across top tech and design media with total reach of 200+ M.

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. Each of 34 IKEA PS items have got their personal Instagram accounts. And were linked using Instagram tagging feature.

The Situation

IKEA PS is a 34 items designer collection. How to tell people about the collection with zero media and production budget?

The Strategy

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.