Cannes Lions
McCANN SPAIN , Madrid / IKEA / 2019
Overview
Entries
Credits
Background
INSOME COUNTRIES IKEA IS REGARDED AS LOW QUALITY FURNITURE, JUST FUNCTIONAL, USED MORE TO FURNISH COLLEGE STUDENT'S APARTMENTS RATHER THAN CLASSY LIVING ROOMS.
Idea
TO DEMONSTRATE THAT OUR FURNITURE CAN FIT IN THE MOST STYLISH LIVING ROOMS, WE DID SOMETHING THAT SEEMED IMPOSSIBLE: WE SNEAKED IT INTO A MUSEUM.
NOT JUST ANY MUSEUM: THE ONE THAT OWNS THE LARGEST COLLECTION OF XVIII FURNITURE.
Strategy
Tarjet audience: For the many, especially families with children and No Clients who do not think about IKEA when they want to change furniture in their living room.
Execution
WE SNEAKED IN AND PLACED SOME IKEA FURNITURE AROUND THE MUSEUM AND CHALLENGED PEOPLE TO FIND IT.
THROUGH A MOBILE PHONE YOU COULD DETECT THE FURNITURE AND BUY IT VIA E-COMMERCE.
Outcome
10% SALES INCREASE IN LIVING ROOM FURNITURE
100% OF PEOPLE THOUGHT ABOUT IT/ 100% OF PEOPLE'S PREJUDICE CHANGED.
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