Title	LOVE CINEMA
Brand	IKEA
Product/Service	BEDROOM GOODS
Category	A06. Use of Ambient Media: Large Scale
Entrant Company	INSTINCT Moscow, RUSSIA
Advertising Agency	INSTINCT Moscow, RUSSIA

Name	Company	Position
Roman Firainer	Instinct (BBDO Group)	Creative Director
Yaroslav Orlov	Instinct (BBDO Group)	Creative Director
Nikolay Fabrika	Instinct (BBDO Group)	Digital Creative Director
Maria Borzilova	Instinct (BBDO Group)	Copywriter
Nikolay Pere	Instinct (BBDO Group)	Art Director
Matvey Choudnovsky	Instinct (BBDO Group)	Digital 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

Brief Explanation

Background: IKEA is a leader in a category of furniture and goods for home on Russian market. IKEA strives for building an emotional connection with its consumers, inspire them to a new/unusual solutions in interior design, instead of just selling goods. Each year IKEA chose the main theme of the year that is based on one of the category (for example Kitchen, Bedroom, Living room, etc.). This year IKEA decided to make focus on bedroom solutions. Challenge: Bring back love to the family bedroom with the help of the IKEA new bedroom solutions

Results and Effectiveness

Results: - Two days after the IKEA Love Cinema launch all tickets were sold out and the activity enjoyed mass coverage in international media highlighted how the IKEA Russia project brought more love back into our world. - PR Value $4 700 000

Creative Execution

As a part of an integrated 'Wake Up Love' campaign (IKEA bedroom solutions bring back emotions, harmony, love and joy to the bedrooms) IKEA Russia has changed ordinary cinema experience by letting people watch movies (i.e. spend time together, be entertained and have fun) in BEDS! IKEA Russia created "The Love Cinema". IKEA designers created romantic atmosphere by changing regular chairs in cinema to new cozy IKEA bedroom solutions. During cold winter IKEA gives couples and families chance to go out together, spend time hugging in warm bed and by chance to test new IKEA bedroom solutions in a way they use it at home. Share more love on ikea.ru/love Share more love on ikea.ru/love

Insights, Strategy and the Idea

Catalogue launch 2015 communication campaign focused on family with kids. “Solutions for happy and comfortable life of families with children”. The study conducted specially for the project showed that the bedroom is not only an important, but a very special room at home (70% of Russian houses have a bedroom, according to GFK, PAN-Russia, 2013). In theory, the bedroom is for recreation, comfort, relaxation, pleasant emotions. However, on practice the bedroom loses its romance, warmth and emotions due to functional limitations, inconvenience of planning, the imperfections of space, lack of quality furniture, decor, etc. IKEA has decided to bring back love" into people’ bedrooms inspiring them with affordable and realistic solutions.