| Title | CREATE WHAT YOU WANT |
| Brand | IKEA |
| Product/Service | CATALOGUE 2014 |
| Category |
C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION |
|
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 |
| Nikolay Pere |
Instinct |
Art Director |
| Maria Borzilova |
Instinct |
Copywriter |
| Christofer Weider |
Instinct |
Digital Art Director |
| Maxim Demkin |
Instinct |
Art Director |
| Matthew Choudnovski |
Instinct |
Digital Strategic Planner |
| Marina Vershinina |
Instinct |
Client Servce Director |
| Anna Glinkina |
Instinct |
Account Director |
| Vera Ulitenko |
Instinct |
Senior Account Manager |
| Ekaterina Krasina |
Instinct |
Digital Account Manager |
| Anna Chaplygina |
Instinct |
Digital Producer |
| Tatyana Maximova |
Instinct |
Producer |
The Brief
Parents know that children are full of incredible ideas and want to develop their kids’ talents. Yet less than 30% of parents in Russia take into consideration their kids’ opinion. Even though home is the place where kid’s talents emerge and develop first of all. That is why IKEA made kids center of the new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and even to create an advertising campaign
Describe how the promotion developed from concept to implementation
Home is a place where kid’s talents start and grow. That is why IKEA wants parents to listen to kid’s opinion even in home furniture issues. To help kids to communicate with parents and unleash their imagination IKEA gave them freedom to make the advertising campaign during the whole year
Describe the success of the promotion with both client and consumer including some quantifiable results
- 30 thousand people, including 10 thousand kids visited the event in MUSEON and took part in creating advertising campaign
- Over 80 000 people visited the web site, time spent on website - 4 minutes.
- Over 500 000 people viewed the TV commercial on YouTube
- Launch campaign enjoyed vast coverage in leading Russian media:
- AVE (advertising value equivalent): 13 187 304 RUR
- PR Value (AVE*4): 52 749 216 RUR
- SALES went up by 23%
Explain why the method of promotion was most relevant to the product or service
The main theme of the new IKEA Catalogue launch campaign became kids. IKEA wants to help kids to explain parents their needs and give kids freedom to create advertising campaign during the whole year. It's unique for the Russian brands. IKEA festival in MUSEON park became the central setting of the new campaign launch. For four days the whole park turned into a big inspirational creative studio for families with kids. During the whole festival children were invited to participate in master classes, where they could unleash their creativity together with celebrity professionals in different creative skills.