Cannes Lions

IKEA - Big Brother Unboxing

McCANN TEL AVIV, Tel Aviv / IKEA / 2016

Awards:

3 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Case Film
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Case Film
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Overview

Entries

Credits

Overview

Description

For the first time in the show's history, the whole house was still inside the boxes, and the contenders had to assemble everything themselves.

Execution

Knowing that Furniture assembly and boxing of furniture are IKEA assets that are linked in the Israeli mindset to the brand, we wanted to use to it to our advantage…

For the first time in the show's history, the whole house was still inside the boxes, and the contenders had to assemble everything themselves! IKEA Style…

While the activity during the episode generated interest, we drove consumer directly to our 360 tour using VTR during the show to close the loop and truly showcase our designs to consumers

Outcome

250, 032 pages of IKEA designs Viewed

110,044 Unique users visited the virtual tour

10% Traffic Increase to IKEA Store

13% increase In Furniture Sales

More than Half of Israel (54%) Linked IKEA Designs to furniture that they been seeing in the Big brother show

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