Cannes Lions

IKEA. LITERATURE

INSTINCT, Moscow / IKEA / 2018

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Overview

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Credits

Overview

Description

The products from the new IKEA Catalog are so original and unique that with these IKEA products it is possible to create in apartments any interior even the most unexpected one.

THE HOME THAT HAS YET TO BE IMAGINED!

Execution

To convince customers that IKEA interior design solutions can be unexpected and unique and that they can be created with the IKEA products we found descriptions of 5 interiors from different periods and styles in famous novels and turned them into 5 real room sets using only IKEA products.

In 11 Russian cities we created one of the most amazing interior in real life as the IKEA photo zone. Each customer was invited to visit interiors using VR glasses. While customers were looking round the interiors, actors were reading the extracts from the novels.

On the ikea.ru website we offered a 360-degree video tour through all the interiors

Anyone could wander thru the amazing interiors and compare the results with the quotes that actors were reading.

Poster & Print campaign with the interiors were placed in all forms of public transport in Russia's seven largest cities.

Outcome

The brand perception in terms of "The brand offers me something new" increased during campaign by 6%, and the perception "Offered variety of styles in IKEA is so great, that I will always find something for myself" – by 8%.

The average number of visited pages of the IKEA Catalog during the campaign increased from 5.3 pages to 7.4 pages (by 39%).

The share of IKEA website (ikea.ru) visitors, who make the shopping list, increased from 3.8% on average to 5.6% (by 47%).

Additional store traffic during the campaign period – 8,4 million people.

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