Eurobest

Museum of Romanticism

McCANN MADRID, Madrid / IKEA / 2018

Awards:

2 Bronze Eurobest
3 Shortlisted Eurobest
Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Background

Aims:

Break the quality and variety barrier in respect of IKEA living rooms.

Reinforce the concept of the campaign "Disassembling the IKEA living room that's in your head".

Idea

We placed a piece of IKEA furniture in a living room where nobody would ever imagine that it would go unnoticed which living room could theoretically be one where you would never expect to find a piece of IKEA furniture? A LIVING ROOM IN THE MUSEUM OF ROMANTICISM IN MADRID. We carried out an action, where on the weekend of 18th May, we placed pieces of IKEA furniture in one of the sitting rooms in the museum, with the aim of it going unnoticed by visitors.

In addition we created an online as well as real life game that challenged both online and real life visitors to find the "hidden" pieces of furniture.

Strategy

Strategy:

As part of the strategy of "Disassembling the IKEA living room that's in your head" we wanted to go a step further and place IKEA furniture somewhere where people would never expect to blend in unnoticed, in the Museum of Romanticism in Madrid, a museum with furniture from the 19th Century.

Execution

We carried out an action, where on the weekend of 18th May, we placed pieces of IKEA furniture in one of the sitting rooms in the museum, with the aim of it going unnoticed by visitors.

In addition we created an online as well as real life game that challenged both online and real life visitors to find the "hidden" pieces of furniture.

Outcome

9 Million impacts on Social Media.

25 Million media impressions in both audiovisual and print.

Once again we disassembled the IKEA furniture that people had in their heads, showing them that in any style of living room there is space for IKEA furniture.

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