Title	IKEA. NO LONGER KIDS ROOM
Brand	IKEA
Product/Service	IKEA GOODS FOR NO LONGER KIDS
Category	E01. Launch / Re-launch
Entrant	INSTINCT Moscow, RUSSIA
Idea Creation	INSTINCT Moscow, RUSSIA
Production	INSTINCT Moscow, RUSSIA
Production 2	HYPE PRODUCTION Moscow, RUSSIA

Name	Company	Position
Instinct team: Roman Firainer & Yarosalv Orlov / Antonina Pirogova & Evgeniy Golovan / Elena Kravchenko / Marina Vershinina / Irina Gornova / Anna Zakharova / Nadezhda Drozhzhina / Alexandra Yudina /	Instinct / IKEA Russia	Instinct team: Chief Creative Officers / Creative Group Heads / Creative designer / Client Services Director / Group Account Director / Strategic Planning Director / Account Director / Junior Account

Why is this work relevant for Brand Experience & Activation?

IKEA always think about everybody even kids But what about NO LONGER KIDS BUT NOT ADULTS YET. There are 12 to 16 years old. IKEA decided to give in the hands of NO LONGER KIDS (teens) new product launch. We asked them to tell us their needs and preferences in rooms design and interiors. And to help to create a new section on ikea website named “NO LONGER KIDS ROOM”. They should choose the products relevant only for them. IKEA gave them the Instagram page to tell about the project. NO LONGER KIDS helped us to create a new section.

background

Historically at IKEA there are special sections with products for kids and for adults. But what about those who are NO LONGER KIDS BUT NOT ADULTS YET. They are from 12 till 16 years old and they want make their own decisions, they want to have their own thoughts and especially when we are talking about their rooms and interiors. So, for the first time in IKEA history we created a section with goods only for NO LONGER KIDS (teens).

Describe the creative idea (20% of vote)

THE ‘NO LONGER KIDS ROOM’ - a new section on IKEA website with a teens’ range for NO LONGER KIDS ROOM.

Describe the strategy (20% of vote)

We asked the NO LONGER KIDS (teens) to help us fill up the new section with IKEA products. They became invited experts, choosing the most relevant goods for their needs and wishes. The NO LONGER KIDS (teens) should choose the ideal products, put them into the basket and choose the button “send to through e-mail” and IKEA creates a new section “NO LONGER KIDS ROOM” on ikea.ru with these products.

Describe the execution (30% of vote)

In our TV spot we’ve showed NO LONGER KIDS (teens) growing-up process and tell people about goods from IKEA for NO LONGER KIDS BUT NOT ADULTS YET. OOH and OLV were also created especially for NO LONGER KIDS (teens). To tell about the project we also invited the most popular SM influencers’ relevant for NO LONGER KIDS (teens). And IKEA _RUS Instagram was given into the hands of ordinary teens and SM influencers and for 2 weeks became the TEENOGRAM. We also made Internet banners, Special projects in Social network, digital banners to support Special project targeted on parents and even stickers were for NO LONGER KIDS ROOM.

List the results (30% of vote)

RESULTS: Reach: 15 665 713 person 723 913 unique visitors of the landing page NO LONGER KIDS ROOM 149 607 new visitors of IKEA stores