| Title | INSTEAD OF CAFE |
| Brand | IKEA |
| Product/Service | KITCHENS AND PRODUCTS FOR COOKING |
| Category |
B01. Guerrilla Marketing & Stunts |
|
Entrant
|
INSTINCT Moscow, RUSSIA
|
|
Idea Creation
|
INSTINCT Moscow, RUSSIA
|
|
PR
|
MINT Moscow, RUSSIA
|
|
Additional Company
|
E:MG Moscow, RUSSIA
|
Credits
| 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 |
Campaign Success
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.
Explain why the method of promotion was most relevant to the product or service
Our service "IKEA Instead of Cafe" gave people an opportunity to "test drive" the convenience and practicality of IKEA kitchens and products for cooking.
And also "Instead of Cafe" became a new media that help us to make a big buzz about the project and give people a great place to spend time with friends and do not spend money.