Title	THE ROOM
Brand	IKEA ITALY
Product/Service	COLLABORATIONWITH NON PROFIT ORGANISATION TELEFONO DONNA
Category	B07. Use of Stunts
Entrant	STV DDB Milan, ITALY
Idea Creation	STV DDB Milan, ITALY
Media Placement	INITIATIVE Milan, ITALY
Production	KAREN FILM Milan, ITALY

Name	Company	Position
Luca Cortesini	DDB Group Italy	Executive Creative Director
Matteo Pozzi	DDB Group Italy	Client Creative Director
Samantha Scaloni	DDB Group Italy	Client Creative Director
Luciano Marchetti	DDB Group Italy	Art Director
Davide Canepa	DDB Group Italy	Copywriter
Davide Bergna	DDB Group Italy	Account Director
Luca Tapognani	DDB Group Italy	Strategic Planner
Tommaso Pellicci	Karen Film	Head of Production
Stefano Ottorino	Karen Film	Producer
Mauro Lodi	Karen Film	Director

Why is this work relevant for Media?

This work aimed to turn the rooms of each of the 23 Italian IKEA stores into a free media space where consumers could live a touching experience by listening to the stories of real domestic violence. For the first time in Italy, IKEA stores rooms (visited every year by 18 million Italians out of 60) have been used as a media space to communicate a social problem and to support a non-profit organization.

Background

Situation: In Italy 1 in 3 women has experienced domestic violence. 93% of cases of domestic violence are not reported. Brief: For the International Day of the Elimination of Violence against Women, the 25th of November, IKEA wanted to take a strong stand against this issue. Objectives: Use the store as a media. Aware Italian IKEA’s stores visitors (18 million/year) about this shocking truth, offering a solution thanks to the partnership with the non-profit organization "Telefono Donna". Become the most active brand on the topic, claiming IKEA's role as top of mind brand in the home area.

Describe the creative idea/insights

We closed one of the IKEA’s rooms with a wall and we placed inside it a special amplifier that spread the sound of real domestic violence stories provided by Telefono Donna. "The Room" was an in-store ambient media that gets IKEA customers to stop their in-store journey and live a touching experience, like they were the neighbor of a domestic violence victim. A message on the wall said: “Violence is closer than you think, sometimes there’s just a wall between you and it.”. A call to action invited customers to support and discover Telefono Donna.

Describe the strategy

Target audience (consumer demographic/individuals/organisations): the primary target was IKEA's customers (18 million Italians visit a IKEA store every year) with a focus on women. The secondary target was all Italian women including stakeholders, opinion leaders and medias. Approach: We started from the store experience, we filmed it and we shared on IKEA's social network. Meanwhile, we organized several in-store events to support the media art and to create PR opportunities. We also involved some of the most influencing Italian women to live and share the experience.

Describe the execution

Implementation: A week before 25th November we create the media art, we filmed the reaction of the customers involved and we shared the video. The media art consisted of a wall created to close a room of the IKEA store. Inside it, special speakers played the audio recordings that recreated the true stories of domestic violence told by the their victims to Telefono Donna. Meanwhile, at scheduled times, we set several theatrical performances of real domestic violence stories offering a direct number for a psychological support to the people involved. Media channels and integration: A room for each of the 23 Italian IKEA stores became a free media space Timeline: 20th of November: media art on air and social video publishing. From 20th to 25th of November: media art and theatrical performances in 23 stores. Digital influencer activation. 25th of November: PR events. Scale: 30 square meters X 23 store.

List the results

62 million people reached 2,3 million views online 90k social interactions 237 media mentions 6k customers engaged Thanks to the campaign’s responses IKEA has been invited to talk at the official press conference organized by the Italian Parliament to announce the new social policies of the government against violence on women. In that circumstance “The room” has been showed as a best practice of a brand's commitment to a social cause.