Cannes Lions

IKEA SWEDEN

ÅKESTAM HOLST, Stockholm / IKEA / 2015

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Overview

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Credits

Overview

Description

IKEA, synonymous with smart interior design for a low cost wanted to become the ultimate destination for party décor.

We decided to put all effort into creating a unique website that could catch the attention among influential people such as journalists hoping they would pass it on. Research showed that the parties that dominates and occupies most people during this period is weddings. By claiming the wedding as a symbol of the biggest party of them all, we created a relevant communication for the products IKEA wanted to promote.

We created Wedding Online and published a press release together with a promotional video and aimed for selected media outlets in the tech segment, telling them that IKEA Sweden was launching an online service where people could get married via a web service. The new service was particularly helpful for people who live abroad or have friends and family living in other countries.

The news about IKEA's new wedding service spread rapidly across international media outlets such as DAILY MAIL, CBS, TIME, FAST COMPANY, HUFFINGTON POST, GIZMODO and TRENDHUNTER but also major local media such as Expressen, GP, Dagens Industri and FEBER. After only one week the total potential reach was over 600 million people, putting the IKEA and their online wedding service in the global spotlight.

Execution

Wedding Online; a service in which you can get married online in festive environments designed by IKEA. The service is especially useful for wedding couples that have relatives and friends living in other countries. Thanks to IKEA they can now come together and celebrate the biggest party of their lives in an affordable and unique way.

Outcome

Total measurable potential reach after one week only: 600 000 000

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