Title	MORE THAN WORDS
Brand	IKEA
Product/Service	NEW SHOP OPENING // FURNITURE
Category	A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN
Entrant Company	PUBLIP'S Valencia, SPAIN
Advertising Agency	PUBLIP'S Valencia, SPAIN
Production Company	RCR FILMS Madrid, SPAIN

Name	Company	Position
Luis Piquer	Publip's S.A.	Ceo
Gemma Batalla	Publip's S.A.	Account Director
Fran Sanmartin	Publip's S.A.	Creative Director
Ana Illueca	Publip's S.A.	Art Director Creative
Isabel López	Publip's S.A.	Online Strategist
Marta Chillarón	Publip's S.A.	Senior Planner
David Cloquell	Publip's S.A.	Video Producer
Miguel Gómez Catalán	RCR Films	Video Director

The Brief

In June, IKEA opened its first store in Valencia (Spain). Although they had prepared a large campaign that included outdoor, radio and street marketing... they wanted to do something more clear cut. An action that would inform the Valencian people about the opening, but in a more special way. More exciting. And it didn't matter how.

Describe how the promotion developed from concept to implementation

When IKEA comes to any city we all know what happens: people have to learn Swedish. At least, the name of their furniture. Considering the fact that VALENCIA is a city that has its own dialect, we thought it would be great for IKEA to seize the opportunity to do the same and learn the dialect. At least some words. We explained the idea to the people of Valencia via Facebook and we asked them to suggest words. With these words, we travelled to Sweden, to the first IKEA store, to film the employees pronouncing them. We launched the video ten days before the inauguration.

Describe the success of the promotion with both client and consumer including some quantifiable results

A month before its opening, IKEA “casually let slip” on a Facebook status their intentions. We achieved 3,389 interactions. If we bear in mind that it was segmented to the city of Valencia, we are talking about reaching 10% of our target audience. A week before the inauguration, the video was posted. The interaction of Facebook surpassed in 35% the average interaction of that page. With just one tweet we reached 227, 000 users. Which means 240% more than its own community. Today, the video has 345,000 views (Valencia is a city of 800,000 inhabitants).

Explain why the method of promotion was most relevant to the product or service

We’ve all done it: travelled to another country and learned a few words. It’s a way of getting to know the locals. And the locals always appreciate the effort. So it wasn’t hard to imagine that, if we got a multinational like IKEA to do this for a city like VALENCIA, its people would get a huge thrill.