| Title | FAMILIARISED |
| Brand | IKEA |
| Product/Service | IKEA |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
McCANN SPAIN Madrid, SPAIN
|
|
Idea Creation
|
McCANN SPAIN Madrid, SPAIN
|
|
Production
|
HARRY Madrid, SPAIN
|
Credits
| Mónica Moro |
McCann |
Chief Creative Officer |
| Raquel Martínez, Jon Lavín . |
McCann |
Executive Creative Directors |
| Raquel Martínez, Héctor Losa, Lorena Álvarez . |
McCann |
Art Directors |
| Enrique Moreno |
McCann |
Technical Director |
| Javier Pascual, Elena Rodríguez, Alejandra Sierra . |
McCann |
Account Team |
| Nieves Antuña |
Los Producers |
Producer |
| Dionisio Naranjo |
Harry Films |
Film Director |
| Juan Manuel Ramírez |
McCann |
Planning Director |
Why is this work relevant for PR?
Under the hashtag #DisconnectToReconnect, the campaign generated a big countrywide social debate. A conversation where people spoke up about the abuse of social media and how important it is to spend more time with our families and those around us. Just a few hours after the launch of “Familiarized”, the campaign became a trending topic on Twitter and the number 1 trend on YouTube in Spain, Mexico, Argentina, Colombia, Uruguay, Panama, Venezuela …
Background
IKEA is a brand that defends the essence of home as a place where values are learnt, shared and talked about. But due to the uncontrolled use of mobiles, that sense of spending time together and sharing has been lost.
The aim was to develop a campaign that connects emotionally to society and inspires people to have a different Christmas together, showing that what’s really important at this time of year.
Describe the creative idea (20% of vote)
We know more about what’s happening on social media and the online world than we do about our own family.
To raise awareness in society about this problem, we created “Familiarized”, a board game that is 100% analogue to find out more about our family members, the only requirement was to switch off mobile phones.
To let people know about it, we launched the ad in which we invited five real families to take part in a Christmas quiz show about the people around them.
Under the hashtag #DisconnectToReconnect,, IKEA made us reflect on the abuse of technology and the need to spend more time with our loved ones.
Describe the PR strategy (30% of vote)
We know more about what’s happening on social media and the online world than we do about our own family.
To raise awareness in society about this problem, we created “Familiarized”, a board game that is 100% analogue to find out more about our family members, the only requirement was to switch off mobile phones.
To let people know about it, we launched the ad in which we invited five real families to take part in a Christmas quiz show about the people around them.
Under the hashtag #DisconnectToReconnect,, IKEA made us reflect on the abuse of technology and the need to spend more time with our loved ones.
Describe the PR execution (20% of vote)
Implementation
The campaign was initially launched on their own media, specifically on the IKEA YouTube channel and a week later on TV. We created the "Familiarized" board game both physically and online so that everyone could reconnect with their loved ones. What's more, we created a series of memes so that social media users could use it and use it on their profiles to disconnect.
Timeline
The campaign was on air between 29 November and 23 December.
Placement.
Television, Social Media, Native Content.
List the results (30% of vote)
Over 60,000 people played “Familiarizados” during their Christmas dinners.
Number 1 trending video in Spain, Mexico, Colombia, Argentina, Uruguay, Panama, Venezuela…
The campaign was loved so much that projected sales increased by 17.6% just 3 weeks post lunch.
Over 2.5M earned media.