Title	INSTEAD OF CAFE
Brand	IKEA
Product/Service	KITCHENS AND PRODUCTS FOR COOKING
Category	D04. Brand Installation & Experience
Entrant	INSTINCT Moscow, RUSSIA
Idea Creation	INSTINCT Moscow, RUSSIA
PR	MINT Moscow, RUSSIA
Additional Company	E:MG Moscow, RUSSIA

Name	Company	Position
Roman Firainer & Yaroslav Orlov / Kolya Fabrika / Anna Kau-ten-chzi & Maxim Demkin / Eugenia Babior	Instinct (BBDO Group)	Chief Creative Officer / Creative Director / Art Director / Copywriter

The Campaign

IKEA launched a unique service “Instead of Cafe” in Moscow and St. Petersburg. "IKEA Instead of Cafe" is not a cafe or a restaurant, it is a place where everyone can cook their favorite dishes, celebrate the holiday or just have a good time together on IKEA kitchen. And do not spend the money. IKEA proves that home kitchen can easily beat restaurant experience.

Creative Execution

First IKEA Instead of Cafe has been opened in September 2015 in Moscow (and in a month later in St. Petersburg). "IKEA Instead of Cafe" venue had six different IKEA kitchens that were completely equipped with IKEA household appliances, ware and kitchen accessories. Visitors could prepare any dishes with a help of professional chefs and then eat it together with friends at the convenient tables in the kitchens. Anyone could reserve kitchen on the project website IKEA.ru/newideas for free. During weekends, different master classes were held. In addition, visitors had a chance to learn how to make a dinner together with children or how to grow up a harvest on a windowsill. The main communication channels of a new service were: IKEA.ru website, PR and support in communities of IKEA in social networks.

Indication of how successful the outcome was in the market

IKEA brand managed to declare itself on the territory of "kitchen" and achieve high communication and commercial results during the "IKEA Instead of Cafe" unique service work/were open: – Number of publications and reposts about – 21 885 – Total audience of publications in traditional and social media – 95 335 261 – 64 068 people have visited "IKEA Instead of Café" (in 2 cities) – 9 485 people have tested IKEA kitchens and products for cooking – More than 300 000 people took advantage of a virtual tour on "IKEA Instead of Café" website – Awareness increased by 23% – Traffic on the ikea.ru website increased by 33% – Sales of cooking products increased by 43% – Sales of table setting products increased on 37%

Wide audience of "Families with kids" living in Moscow and St. Petersburg, who is close to the theme of cooking at home. During the audience behavior research, we found out that visits to the bars, restaurants and nightclubs decreased by 62 % during the last year of the crisis. IKEA had recognized this social problem and took on the mission to prove that home kitchen can easily beat restaurant experience. Instead of investing money to a media promotion IKEA opened a unique branded service "IKEA Instead of Cafe". "IKEA Instead of Cafe" is not a cafe or a restaurant, it is a place where everyone can cook their favorite dishes or just have a good time together on IKEA kitchen. And do not spend the money. And also check out the convenience and practicality of IKEA kitchens and products for cooking while taking part in this unique "test drive ".