Ikea - "Create What You Want"

Instinct

Instinct Moscow, Russland

Awards

8178

Marke: Ikea
Länder: Russland

Werbende: IKEA

Titel	Create What You Want
Agentur	Instinct
Kampagne	Create What You Want
Werbende	IKEA
Marke	Ikea
Posted	Mai 2014
Geschäftsbereich	Möbel
Story	An integrated campaign, implemented across online, offline and broadcast channels and focused on driving kids’ range sales for IKEA in Russia.
Philosophie	Parents know that children are full of incredible ideas and want to develop their genius. They also understand that home is the place where kids’ talents emerge and grow. Yet, less than 30% of Russian grownups factor in their kids’ opinion when it comes to interior design and organization. IKEA made kids the center of their new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and even more – create a full scale advertising campaign.
Problem	IKEA showed by its own example how important it is to listen to kids’ opinions. To help children better communicate with the parents and unleash their imagination to the fullest, the company let kids CREATE WHAT THEY WANT in IKEA interiors, entrusting them with a year-long advertising campaign for the brand. Starting off with a huge event for kids in Moscow’s Muzeon Park to mark the launch of the new Catalogue and help children set their creativity free, IKEA then continued with a TV and a national outdoor campaigns written, designed, acted out and shot by real kids.
Ergebnis	• 30 thousand people, including 10 thousand kids visited the event in Muzeon and took part in creating the advertising campaign• Over 80 000 people visited the web site, time spent on website - 4 minutes.• Over 500 000 people viewed the TV commercial on YouTube• Launch campaign enjoyed vast coverage in leading Russian media: - AVE (advertising value equivalent): Euro 315,000• SALES up by 23%
Medientyp	Case Study
Länge	135 seconds
Creative Director	Yaroslav Orlov
Creative Director	Roman Firainer
Kreation / Art Direction	Nikolay Fabrika
Texter	MARIA BORZILOVA
Art Director	Nikolay Pere
Art Director	Christofer Weider
Designer	Maxim Demkin
Direktor Kundenservice	Marina Vershinina
Etatdirektor	Anna Glinkina
Kundenbetreuer	Ekaterina Krasina
Kundenbetreuer	Vera Ulitenko
Account Executive	Ksenia Goldberg
Produzent Digital	Anna Chaplygina
Designer	Nikolay Markelov
Strategieplaner	Svetlana Rogova
Strategieplaner	Mathew Choudnovski