Title | IKEA RESPONSES |
Brand | IKEA |
Product/Service | IKEA |
Category |
A01. Creative Effectiveness |
Entrant
|
ACNE Stockholm, SWEDEN
|
Idea Creation
|
ACNE Stockholm, SWEDEN
|
PR
|
ACNE Stockholm, SWEDEN
|
Production
|
ACNE Stockholm, SWEDEN
|
Credits
Johan Bello |
ACNE |
Executive Creative Director |
Tiago Pinho |
ACNE |
Senior Creative |
Joel Lindblad |
ACNE |
Copywriter |
Isaac Bonnier |
ACNE |
Art Director |
David Aronson |
ACNE |
Senior Copywriter |
Lovisa Friman Bendz |
ACNE |
COO |
Johanna Gustafsson |
ACNE |
Senior Strategist |
Niclas Bergström |
ACNE |
Executive Producer |
Malin Nyström |
ACNE |
Art Director |
Tommy Carlsson |
ACNE |
Art Director |
Christian Karlsson |
ACNE |
Copywriter |
Simon Saarinen |
ACNE |
Art Director |
Sofia Quintero |
ACNE |
Agent |
Anders Kylberg |
ACNE |
Photographer |
Morten Kjaer |
IKEA Creative Hub |
Creative Director |
Louice Alvarson |
IKEA Creative Hub |
Assignment Leader |
Jeroen Hubert |
IKEA |
Client Assignor |
Anna Larsen |
IKEA |
Client Assignor |
Mia Malmström |
IKEA |
Assignment Leader |
Jovana Basrak Keric |
IKEA |
Client Assignor |
Sanne Esseveld |
IKEA |
Client Assignor |
Simone Page |
IKEA |
Assignment Leader |
Summary
The content was a year of posts on social media, reacting with wit and humour to global happenings in popular culture – everything from designer bags, Apple Keynotes and record breaking sales on international auction houses to celebratory days of science fiction-classics. Basically anything that gained severe traction online was deemed worthy of a response.
The objective with the creative work was to increase awareness of IKEA’s democratic focus, i.e IKEA is for everyone (Providing design, function and quality to a fair price).
We truly made people engage with the content more than any other campaign
IKEA has ever done before. The campaign even made into the IKEA Hall of Fame Museum. In total, the campaign all posts during this project had an effect on:
Earned media: $9 200 00
Impressions: 1.04 billion
Interactions: 3.02million
Mentions: 83K
Our Balenciaga response even made the Blue Bag the most sold IKEA product of that year.
Source:
MediaCom
Jungle
Link to casefilm:
https://drive.google.com/file/d/1G8bCHIjxmsjPzbwVUK1eW-aCXtlSJouW/view?usp=sharing