| Title | KITCHEN BLIND TEST |
| Brand | IKEA |
| Product/Service | METOD KITCHEN SYSTEM |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Advertising Agency
|
ÅKESTAM HOLST 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 |
| Christine Eliasson |
IKEA |
Advertiser's Supervisor |
The Brief
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 promote the kitchen in an interesting and newsworthy way again?
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
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.