Title	IKEA BLANKET FORTS
Brand	IKEA
Product/Service	IKEA GOODS & HOME FURNISHING SOLUTIONS
Category	F02. Environmental / Social Impact
Entrant	INSTINCT Moscow, RUSSIA
Idea Creation	INSTINCT Moscow, RUSSIA
Media Placement	INSTINCT Moscow, RUSSIA
PR	INSTINCT Moscow, RUSSIA
Production	INSTINCT Moscow, RUSSIA

Name	Company	Position
Agency: Roman & Yaroslav / Antonina & Evgeny / Elena / Marina / Irina / Anna. Client: Inna / Anna / Olya / Yulia Agency: Firainer & Orlov / Pirogova & Golovan / Kravchenko / Vershinina / Gornova / Za	Agency: Instinct / Instinct / Instinct / Instinct / Instinct / Instinct. Client: IKEA Russia / IKEA Russia / IKEA Russia / IKEA Russia	Agency: Creative Directors / Associate Creative Directors / Creative Designer / Client Service Director / Group Account Director / Strategic Planning Director. Client: Marketing Manager / Marketing Co

Background

Situation: Self-isolation during COVID-19 and quarantine put a lot of pressure on parents pto be teacher, disciplinarian, friend, and everything else. Parents were running out of ideas to keep kids entertained within four walls. Brief: Suggest easy, affordable and creative ways to help change-up playtime for many families staying within four walls during the lock down. Objectives: Inspire as many people as possible with the idea how to spend more quality time with the little ones and have fun with what one already has, create word-of-mouth and stimulate “the movement”. Budget: Zero budget. Project scale and volume: National.

Describe the creative idea (40% of vote)

Brand relevance: IKEA has a mission to make people’s lives better at home. Lock down became the extremely hard period of time for the majority of parents who stayed with their kids at home 24/7. When grown ups could explain themselves the importance of quarantine, kids were not able to get it and feel very bored at home without new experiences and activities. To help parents and kids feel better at home during the lock down IKEA released six illustrated instruction manuals on Instagram for building a series of at-home forts using some of its most popular offerings like tables, chairs, couches, blankets, comforters, pillows, hangers, string lights and more. Target audience: parents of school-age kids, those who had to stay with their kids 24/7 at home replacing all activities of pre-COVID times with home-based activities and entertainment

Describe the execution (40% of vote)

Each at-home fort design mimicked the visual guides of a traditional IKEA black and white instruction manual showing a list of items one'll need to create the fort, as well as a drawing of the final result. Design touchpoints: IKEA social media channels, only 1 post. Materials, style elements, design choices: Digital instructions how to create 6 at-home forts (castle, fortress, wigwam, house, cave, and camping tent) designed in the traditional IKEA instruction manual. Approach: IKEA released six illustrated instruction manuals on Instagram for building a series of at-home forts using some of its most popular offerings like tables, chairs, couches, blankets, comforters, pillows, hangers, string lights and more. Scale: National

List the results (20% of vote)

• Value added to brand: a lot of PR support during the lock down, maintenance for the brand awareness and strengthening the love for the brand when stores are closed. • Value for consumer: branded entertainment, easy-to-install solutions to enjoy family time in isolation. • Achievement against business targets: with zero budget for production and media placement we have received +139% in reach, +391% in interactions enormous response from consumers with their photos, local and international media mentions of IKEA campaign (150 publications), Media OTS was 1 230 858 748. • Sales not applicable as the objective of the campaign was to entertain and emotionally support IKEA lovers who have been locked at their homes during quarantine. • Reach: 1.6 million people.