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.

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… So we took over the most watched house on television, and planted a big surprise inside...

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.

More than half of Israel (54%) linked IKEA Designs to furniture that they been seeing in the Big Brother show.

250,032 pages of IKEA designs viewed.

110,044 Unique users visited the virtual tour.

10% Traffic increase to IKEA Store and a 13% increase in furniture sales.

IKEA innovative approach to product placement in the Big Brother show has made a game changing campaign unlike any other campaign using this channel. IKEA products where not just in the show (like most product placements), they become the story of the show- Transforming full episodes of big brother to 50 min commercial for the brand, all despite the heavy regulation.

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. so we used IKEA Iconic assets to link the brand to the branded content without using the name or logo even once. And we did all this at the most watched house on television!

The Problem:

When Israelis go to IKEA its usually only for its Value offer furniture & accessories

But when it comes to fully design a home Ikea is not a real option…

The Brief:

Make Israelis desire Ikea Solutions for their own homes.

The Challenge:

Regulation forbids any brand name or logo mentioned during the episode.

The Objective:

Link Big brother Designs to Ikea with Product placement that overcomes the heavy regulation.