THE ROOM

Short List
ClientIKEA ITALY
Category B04. Business Citizenship / Corporate Responsibility & Environmental
TitleTHE ROOM
Product/ServiceCOLLABORATIONWITH NON PROFIT ORGANISATION TELEFONO DONNA
Entrant STV DDB Milan, ITALY
Idea Creation STV DDB Milan, ITALY
Media Placement INITIATIVE Milan, ITALY
Production KAREN FILM Milan, ITALY
Credits
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 PR?

With work IKEA has taken a stand against one of the social issue closest to its business and its customers: domestic violence. The project had a great response in Italy: thank to this IKEA has been also 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. Doing this, IKEA has reaffirmed its leading position in the sector and its role as top of mind brand in the home area.

Background

With work IKEA has taken a stand against one of the social issue closest to its business and its customers: domestic violence. The project had a great response in Italy: thank to this IKEA has been also 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. Doing this, IKEA has reaffirmed its leading position in the sector and its role as top of mind brand in the home area.

Describe the creative idea

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 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: 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

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 each of the 23 italian IKEA stores. Inside it, special speakers played the audio recordings that recreated the true stories of domestic violence told by 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. During the week many digital influencers were invited to see the media art, to attend theatrical performances or to live the digital experience. 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: press conference.

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.