| Title | 25M2 SYRIA |
| Brand | NRK TV-AKSJONEN / NORWEGIAN RED CROSS |
| Product/Service | 25M2 SYRIA |
| Category |
B03. Use of Exhibitions / Installations |
|
Entrant
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POL Oslo, NORWAY
|
|
Idea Creation
|
POL Oslo, NORWAY
|
Credits
| Maja Folgerø |
POL |
Copywriter |
| Snorre Martinsen |
POL |
Art Director |
| Andrea Engum |
POL |
Designer |
| Ole Jakob Bøe Skattum |
POL |
Designer |
| Ina Egelandsdal |
POL |
Account Manager |
| Monika Augustsson |
POL |
Client Director |
| Ulla Hennig |
POL |
Office Manager |
| Tone Bøygaard |
POL |
Account Manager |
| Christian Lauritzen |
POL |
Designer |
| Astrid Maria Sætren |
|
Set designer |
The Campaign
25 m2 of Syria is an apartment at IKEA. But it is not one of the "picture perfect" homes that are usually on display. The apartment is built as a replica of the real home of Rana and her family of 9 in Damascus, Syria. The iconic IKEA-posters and price tags tell the story of how people live - caught in the crossfire of Syria’s civil war. And most importantly: On every little tag we let you know how you can help!
Campaign Success
The installation was open for all IKEA-visitors in the two weeks leading up to the fundraising event.
25 m2 of Syria is an apartment at IKEA Slependen (flagship store in Norway). But it is not one of the "picture perfect" homes that are usually on display. The apartment is built as a replica of the real home of Rana and her family of 9 in Damascus, Syria. The iconic IKEA-posters and price tags tell the story of how people live - caught in the crossfire of Syria’s civil war. And most importantly: On every little tag we let you know how you can help!
Describe the success of the promotion with both client and consumer including some quantifiable results
25m2 of Syria was one of several initiatives to get people involved in the annual fundraising event “TV-aksjonen.” All together 220 million Norwegian kroners were donated. Sms-donations were record high at 15 million NOK and over 100 000 people got involved around the country.
Explain why the method of promotion was most relevant to the product or service
25m2 of Syria was an installation to promote Norway’s annual fundraising event “TV-aksjonen”. This year all donations would go to the Red Cross and people living in war and conflict. IKEA partnered with the Red Cross to promote the cause, and on every little price tag, we let visitors know how they could contribute without even leaving the apartment: SMS your donation to 2133.
There’s no lack of images and videos from Syria, but it all seems so far away. What if we could give people a first hand’s experience of how it is to live in a war zone? What if we built the replica of a Syrian home? And let people discover and read the stories of the people living there.