2018 Brand Experience & Activation

MUSEUM OF ROMANTICISM

Short List
ClientIKEA
Category A06. Retail
TitleMUSEUM OF ROMANTICISM
Product/ServiceIKEA LIVING ROOMS
Entrant McCANN SPAIN Madrid, SPAIN
Idea Creation McCANN SPAIN Madrid, SPAIN
Production CRAFT Madrid, SPAIN
Credits
Name Company Position
Mónica Moro McCann Chief Creative Officer
Jon Lavín, Raquel Martínez McCann Executive Creative Directors
Mónica Moro, Juanma Corbalán McCann Copywriters
Raquel Martínez, David Valgañón McCann Art Directors
Javier Pascual, Elena Rodríguez, Alejandra Sierra McCann Account Team
Raquel Aguinaga Craft WW Audiovisual Producer
Ismail Najjar Craft WW Film Director

Why is this work relevant for Brand Experience & Activation ?

Although a lot of people think that IKEA sitting room furniture is in a very specific style (functional and minimalist),IKEA tells its clients that there is room for IKEA in any sitting room. This idea isn't just expressed in words but also in actions, proposing a game based 100% on people's prejudice that the brand wants to show.To participate, those taking part are accepting that the challenge is interesting. Just by participating our brand objectives are being met from the first premise: it's not easy to identify a piece of IKEA furniture , even in an 18th Century sitting room.

Background

Aims: Break the quality and variety barrier in respect of IKEA living rooms. Reinforce the concept of the campaign "Disassembling the IKEA living room that's in your head".

Describe the creative idea

We placed a piece of IKEA furniture in a living room where nobody would ever imagine that it would go unnoticed which living room could theoretically be one where you would never expect to find a piece of IKEA furniture? A LIVING ROOM IN THE MUSEUM OF ROMANTICISM IN MADRID. We carried out an action, where on the weekend of 18th May, we placed pieces of IKEA furniture in one of the sitting rooms in the museum, with the aim of it going unnoticed by visitors. In addition we created an online as well as real life game that challenged both online and real life visitors to find the "hidden" pieces of furniture.

Describe the strategy

Strategy: As part of the strategy of "Disassembling the IKEA living room that's in your head" we wanted to go a step further and place IKEA furniture somewhere where people would never expect to blend in unnoticed, in the Museum of Romanticism in Madrid, a museum with furniture from the 19th Century.

Describe the execution

We carried out an action, where on the weekend of 18th May, we placed pieces of IKEA furniture in one of the sitting rooms in the museum, with the aim of it going unnoticed by visitors. In addition we created an online as well as real life game that challenged both online and real life visitors to find the "hidden" pieces of furniture.

List the results

9 Million impacts on Social Media. 25 Million media impressions in both audiovisual and print. Once again we disassembled the IKEA furniture that people had in their heads, showing them that in any style of living room there is space for IKEA furniture.