| Title | IKEA BUNGEE JUMP |
| Brand | IKEA BELGIUM |
| Product/Service | WIRELESS CHARGING SOLUTIONS |
| Category |
A06. Use of Broadcast in a Promotional Campaign |
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Entrant Company
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DDB BRUSSELS, BELGIUM
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Advertising Agency
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DDB BRUSSELS, BELGIUM
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Media Agency
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INITIATIVE Brussels, BELGIUM
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Production Company
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ROCOCO Antwerp, BELGIUM
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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 |
The Brief
The main objective was to create interest for the IKEA wireless charging range by strengthening the perception of IKEA as an innovative and surprising brand.
How could we surprise and delight people about this innovative technology and the functional aspects of the wireless charging? We chose to focus on the fact that it’s surprising for IKEA to offer these kinds of products instead of focusing on the functional advantages of this new technology.
Campaign Success
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. That’s why we chose to aim high and delight creatively.
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
• 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
Explain why the method of promotion was most relevant to the product or service
IKEA launched an intelligent system allowing you to wirelessly charge your smartphone. No more hassle with wires, all you do is lay your smartphone on the wireless charger, beautifully incorporated in IKEA furniture. Samsung launched a similar technology a few months earlier. For early adopters and technology adepts the technology wasn’t al that new. As IKEA did with design: make it available for everyone, they intend to do the same with this technology. Therefore we searched for an angle to re-create a revelation.
The budget of a 30sec TVC was allocated in the production of a surprising long form vide. The documentary was broadcasted in cinema.