Title	KVARTIROVEDENIE
Brand	IKEA
Product/Service	FURNITURE AND HOME ACCESSORIES
Category	A07. Original Printed Content
Entrant Company	INSTINCT Moscow, RUSSIA
Contributing Company	INSTINCT Moscow, RUSSIA
Production Company	REFLEX Moscow, RUSSIA

Name	Company	Position
Roman Firainer	Instinct (BBDO Group)	Creative Director
Yaroslav Orlov	Instinct (BBDO Group)	Creative Director
Nikolai Fabrika	Instinct (BBDO Group)	Digital Creative Director
Nikolay Pere	Instinct (BBDO Group)	Art Director
Maria Borzilova	Instinct (BBDO Group)	Copywriter
Maxim Demkin	Instinct (BBDO Group)	Art Director
Matvey Choudnovsky	Instinct (BBDO Group)	Digital Strategic Planner
Svetlana Rogova	Instinct (BBDO Group)	Senior Strategic Planner
Marina Vershinina	Instinct (BBDO Group)	Client Service Director
Natalia Ametova	Instinct (BBDO Group)	Account Director
Vera Ulitenko	Instinct (BBDO Group)	Senior Account Manager
Ekaterina Krasina	Instinct (BBDO Group)	Digital Account Manager
Pavel Samokhvalov	n/a	Photographer
Rob Hunt	n/a	Illustrator

The Campaign

Problem: Some families are not interested in IKEA shopping cause they think that there are only generic products. Communication goals: - Get a wide response on newsworthy launch of the project; - Enhance emotional connection with the brand; - Build an awareness that IKEA has solutions for every family. Solution: In IKEA store across the country and on the web site of the project IKEA Russia interviewed kids to tell interesting stories about their families. The favourite kid's writer Grigory Oster inspired by the most amazing and wrote novels about them. The strangest and unusual families were invited to photo shooting in ideal recreated interiors made by IKEA designers. For example, family of “Vampirovy” (who like being in a dark rooms, whom IKEA can offer dark furniture and textile), “Zooparkovy”, “Bakevy“,“Coachevy” participated in our project. Rob Hunt worldwide famous illustrator created unbelievable detailed world of all these families where every objects was the IKEA product. This illustration became the part of the book and then turned into an online game on the project website, where users could go through interesting quests based on the stories of real families, from the book. In IKEA every family can find solutions for interior design, which meets exactly their needs, it is proven by first cross-media encyclopedia about family life with kids in Russia - “Kvartirovedenie: non-scientific research of families and their life environment”.

IKEA created the first cross-media encyclopedia called “The Great Home Studies” which inspired kids and parents and proved that IKEA has different solutions even for crazy and extraordinary families. Results: 128-pages printed book, 10 families, 10 novels 3000 limited edition hardcopies 400K website visitors 10K ePub book downloads 137 454 607 Earned media impression

In IKEA every family can find solutions for interior design, which meets exactly their needs. To prove this we asked kids to tell us stories about their families because only kids can sincerely tell about their families, its talents and hobbies. Based on the stories of the most interesting and unusual families we wrote a book. These families were invited to photo shooting in the most appropriate IKEA interior. For example, family who prefer spend their free time at home got: the name “Coachevy” short story about themselves, photo shooting in the interior full of coaches and interesting ideas for having a rest. Every family, even the most unique ones, could find an interesting interior solutions and that was illustrated in the book in fascinating manner.