| Title | IKEA BIG BROTHER |
| Brand | IKEA |
| Product/Service | FURNITURE |
| Category |
A03. Brand or Product Integration into an existing programme or platform |
|
Entrant Company
|
McCANN TEL AVIV, ISRAEL
|
|
Contributing Company
|
McCANN TEL AVIV, ISRAEL
|
|
Media Agency
|
UNIVERSAL MCCANN Tel Aviv, ISRAEL
|
Credits
| Sigal Abudi |
Mccann Tel Aviv |
Vp Creative |
| Udi Avital |
Mccann Tel Aviv |
Creative Director |
| Idan Kravitz |
Mccann Tel Aviv |
Copywriter |
| Kfir Peretz |
Mccann Tel Aviv |
Art Director |
| Dana Moshkowitz |
Mccann Tel Aviv |
Art Director |
| Daniela Klinger |
Mccann Tel Aviv |
Account Supervisor |
| Rotem Mizrachi |
Mccann Tel Aviv |
Account Manager |
| Ben Muskal |
Mccann Tel Aviv |
V.p Clients |
The Campaign
Big Brother is Israel's most-watched program with over 34 percent ratings. This year we have decided that it's not enough for IKEA to publish as a sponsorship or at the program's commercial break, so we did something a little different…
Compared to past years where contestants were given a completely furnished house, this year the Big Brother's house was waiting for them inside IKEA boxes.
The contestants had to reveal the cases of the furniture already at the first mission to the season' where they assembled the furniture on their own.
The Cooperative Content of IKEA and the Big brother show, proved to be successful. Using paid media as funny sponsorship bumpers, content marketing, hard sale spots, An innovative digital and mobile domain, an accurately targeted Facebook promotion, and a 3D virtual tour of the Big Brother House, brought great results:
The virtual tour of the Big Brother House received over 200,000 visits, with 3 minutes average viewing time, and a quarter of a million clicks intended to receive details of the Big Brother furniture.
o reached 160% of the target in terms of unique users
o Mako- Keshet's – Israel's leading broadcaster –flagship content platform- reached 7,,246,,23 exposures- 134% of campaign goals
o Mobile banners reached 131% exposures
Earned media:
? Season premiered with high record rating of 39.6% and in high peaks reached 43.8% during the season
? Internet was flooded with mentions of "Big Brother" and IKEA. Special articles in Israel's leading newspapers and other primetime programs shared their thoughts regarding the new season's surprising design and unique missions
Big Brother is Israel's most-watched program with over 34 percent ratings. This year we have decided that it's not enough for IKEA to publish as a sponsorship or at the program's commercial break, so we did something a little different…
Compared to past years where contestants were given a completely furnished house, this year the Big Brother's house was waiting for them inside IKEA boxes.
The contestants had to reveal the cases of the furniture already at the first mission to the season' where they assembled the furniture on their own.