| Title | IKEA PS 2014 |
| Brand | IKEA |
| Product/Service | IKEA PS DESIGNER COLLECTION |
| Category |
B03. CONSUMER SERVICES |
|
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 |
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.