| Title | IKEA BUNGEE JUMP |
| Brand | IKEA BELGIUM |
| Product/Service | WIRELESS CHARGING SOLUTIONS |
| Category |
E01. Social Video |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Media Agency
|
INITIATIVE Brussels, BELGIUM
|
|
Production Company
|
ROCOCO Antwerp, BELGIUM
|
Credits
| Miguel Aguza |
IKEA |
Country External Communication Manager |
| Peter Jongert |
IKEA |
|
| Peter Ampe |
DDB BRUSSELS |
Executive Creative Director |
| Tim Arts/Stefan van den Boogaard |
DDB BRUSSELS |
Creative Team |
| Francis Lippens |
DDB BRUSSELS |
Account Director |
| Kaat De Brandt |
DDB BRUSSELS |
Account Manager |
| Astrid De Paep |
DDB BRUSSELS |
Account Executive |
| Dominique Poncin |
DDB BRUSSELS |
Strategic Director |
| Maarten Van Daele |
DDB BRUSSELS |
Strategic Planner |
| Michael D'hooge |
DDB BRUSSELS |
Content/Insight Planner |
| Brigitte Verduyckt |
DDB BRUSSELS |
Agency Producer |
| Jan/Raf Roosens |
Rococo |
Directors |
| Annelies Nyns |
Rococo |
Producer |
Creative Execution
The budget of a 30sec TVC was allocated in the production of a surprising long form video and in the distribution of that video. Given the huge amount of content people are facing we understood that both the quality of the execution (the documentary) as well as the distribution (YouTube and Facebook ads) were important.
• 3 million views
• 2.280.619 people were reached and more than 10.703.001impressions were spread in the newsfeed creating high awareness for IKEA.
• 11% saw the documentary till the end
• With a CPV of 0,01€ we paid three times less than the cat average and the initial objective of 0,03€
• The documentary was picked up internationally by both entertainment sites like 9GAG and science sites who played along with the hoax
• 20.889 people clicked through to discover the functional specs
IKEA launched an intelligent system allowing you to wirelessly charge your smartphone. For early adopters and technology adepts the technology wasn’t al that new. Therefore we searched for an angle to re-create a revelation.
We produced a 3-minute mockumentary / documentary on ‘the first wireless bungee jump’. In a world with an ever-shortening attention span it was a gamble to try and captivate people’s attention for 3 minutes.
The mockumentary shows that the era of 'wireless' is finally here. Everything is wireless, and even bungee jumping may soon be done without the elastic attachment. The documentary tells the story of a team of scientists and one volunteer ready to try and attempt the first wireless bungee jump. It is only at the very end after a successful jump that viewers get the full picture: Wireless bungee jumping: one day | Wireless charging: today.