DINNEROLOGY

ClientIKEA
Category A08. Corporate Image
TitleDINNEROLOGY
Product/ServiceIKEA FOOD
Entrant McCANN SPAIN MADRID, SPAIN
Idea Creation McCANN SPAIN MADRID, SPAIN
Production LEE FILMS Madrid, SPAIN
Credits
Name Company Position
Mónica Moro McCann Spain Chief Creative Officer
Raquel Martínez McCann Spain Executive Creative Director
Jon Lavín McCann Spain Executive Creative Director
Rafael Quílez McCann Spain Art Director
Miguel Moreno McCann Spain Copywriter
Matías Visciglia McCann Spain Art Director

The Campaign

· Using the slogan “Cenology, less homework and more family suppers” IKEA urges a change in the amount of homework set children and defends the value of suppers as the ideal moment for learning with the family. What is more, IKEA wants not only to raise awareness of a reality, but also to offer solutions to stimulate educational exercises in the family around the supper table.

Creative Execution

WE DEVELOPED A WEBSITE WITH TOOLS INSPIRED BY OUR PRODUCTS, WITH WORKSHOPS AND RECIPES FOR PRACTISING DINNEROLOGY. TO DEMONSTRATE HOW KIDS LEARN AT SUPPERTIME TOO, WE PRODUCED BOOKLETS OF EXERCISES. AND, AS PART OF THE SOCIAL ACTIVISM WHICH NEEDS AN IDEA OF THIS PROTEST TYPE, WE ORGANISED A DEMONSTRATION IN FRONT OF THE MINISTRY OF EDUCATION WITH HUNDREDS OF FAMILIES HAVING SUPPER TOGETHER. 678.272 VIEWS AVERAGE DURATION OF VIEW: 0:53 MINUTES 17.272 COMMENTS. OF WHICH 55% TOOK PART IN THE DEBATE WHICH TOOK PLACE AROUND THE DINNER TABLE.

Results

273 PUBLICATIONS WERE GENERATED IN THE MASS MEDIA AND 56 PUBLICATIONS IN SOCIAL NETWORKS OF INFLUENCERS (GUESTS AT OUR EVENT AND RECEIVERS OF PUBLICITY PACK), REACHING 15,686,097 HITS AND A VPE OF 870,199 EUROS IT GENERATED A NATIONAL DEBATE WHICH IS STILL GOING ON 7,543,687 VIEWS THE FIRST WEEK 48,547 MENTIONS / #SALVEMOSLASCENAS

.

IKEA PRESENTS DINNEROLOGY: LESS HOMEWORK AND MORE SUPPERS. A MULTIPLATFORM IDEA WHICH CHAMPIONS FAMILY SUPPERS AS AN IMPORTANT NATURAL SOURCE OF LEARNING AND TRAINING FOR CHILDREN, PROMOTED BY IKEA, A BRAND THAT HAS ALWAYS BEEN AN ESSENTIAL PART OF FAMILY SUPPERS.