| Title | WINTER IS COMING |
| Brand | IKEA NORWAY |
| Product/Service | IKEA BRAND |
| Category |
C04. Real-Time Response |
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Entrant
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SMFB Oslo, NORWAY
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Idea Creation
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SMFB Oslo, NORWAY
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Media Placement
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SMFB Oslo, NORWAY
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PR
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SMFB Oslo, NORWAY
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Production
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SMFB Oslo, NORWAY
|
Credits
| Hans Magne Ekre |
SMFB |
Copywriter |
| Alexander Gjersoe |
SMFB |
Art Director |
| Pia Ølstad |
SMFB |
Art Director |
| Linus Hjellström |
SMFB |
Art Director |
| Mari Engen |
SMFB |
Project Manager |
| Kristian Kristiansen |
SMFB |
Account Director |
| Magnus Snickars |
SMFB |
Graphic Designer |
| Sverrir Brynjòlfsson |
SMFB |
Editor |
| Hanne Danielsen |
SMFB |
Content Manager |
The Campaign
We made an IKEA-style manual, where the well known "assembly man" explains how to make your own version of the Night's Watch costume from the IKEA SKOLD rug. In the end, he even resembles Jon Snow. The three steps are simple and obvious, aiming to charm our way into the the hearts of the devoted Game of Throne's fans.
Creative Execution
We waited till the news had spread to Norwegian newspapers, before we shared the image on IKEA Norway's Facebook and Instagram page. It immediately became clear that we had hit a nerve, and not before long the post had spread way outside the Norwegian border.
Results
353.000 web pages from 115 countries mention our campaign, among them CNBC, Esquire, Time, Glamour, Mirror UK, Fortune and Vogue. Just these seven websites have over 200 million readers every month (all of these also put the story on their social media sites).
The depth of the story was also immense, with 11.000 articles written about it. It peaked not only for a day or week, but actually had great coverage for over 3 weeks.
Estimated media impressions were 6.45 billion, with an estimated media value at 18 million USD.
This job belongs in the Direct category, as it clearly is relationship-building creativity for IKEA. The original post on IKEA Norway's Facebook page went viral as a result of people engaging with the brand and sharing our image, simply because they liked it. As one of the worlds biggest furniture retailers, it's not a given that we can make branded creativity that people actually want to be a part of and share with their friends.
The strategy and planning applied is not one that's about the handling of this post in particular, but rather a choice we made some time ago together with the client. Simply put, it's about choosing the right moments for immediate action. Not to jump on every occasion where we can make a joke, but to always respond quickly when we can be relevant in the discussion and truly benefit from it in a good way.