During the audience behavior research, we found out that visits to the bars, restaurants and nightclubs decreased by 62 % during the last year of the crisis in Russia. Majority of the audience decided to limit themselves in restaurants and cafes going-outs in order to save money.

IKEA had recognized this social problem and opened a unique branded service "IKEA Instead of Cafe" that proves – home kitchen can easily beat restaurant experience, at home you can feel like you are in the restaurant.

First "IKEA Instead of Cafe" has been opened in September 2015 in Moscow (and in a month later in St. Petersburg).

"IKEA Instead of Cafe" venue had six different IKEA kitchens that were completely equipped with IKEA household appliances, ware and kitchen accessories. Visitors could prepare any dishes with a help of professional chefs and then eat it together with friends at the convenient tables in the kitchens. Anyone could reserve kitchen on the project website IKEA.ru/newideas for free.

The main communication channels of a new service were: IKEA.ru website, PR and support in communities of IKEA in social networks.

Our service "IKEA Instead of Cafe" gave people an opportunity to "test drive" the convenience and practicality of IKEA kitchens and products for cooking.

And also became a new media that help us to make a big buzz about the project.