Brand Experience and Activation > Brand Experience & Activation: Sectors
DDB GROUP ITALY, Milan / IKEA / 2018
Overview
Credits
CampaignDescription
We closed one of the IKEA's rooms with a wall and we placed inside it a special amplifier that spread the sound of real domestic violence stories provided by Telefono Donna. "The Room" was an in-store ambient media that gets IKEA customers to stop their in-store journey and live a touching experience, like they were neighbors of a domestic violence victim. A message on the wall said "Violence is closer than you think, sometimes there's just a wall between you and it.". A call to action invited customers to support and discover Telefono Donna.
Execution
Implementation: A week before 25th November we create the media art, we filmed the reaction of the customers involved and we shared the video. The media art consisted of a wall created to close a room of the IKEA store. Inside it, special speakers played the audio recordings that recreated the true stories of domestic violence told by the their victims to Telefono Donna. Meanwhile, at scheduled times, we set with Telefono Donna several theatrical performances of real domestic violence stories offering a direct number for a psychological support to the people involved.
Timeline: 20th of November: media art on air and social video publishing. From 20th to 25th of November: media art and theatrical performances in 23 stores. Digital influencer activation. 25th of November: PR events and press conference
Placement: a room for each of the 23 Italian Ikea stores
Scale: 30 square meters X 23 stores
Outcome
62 million people reached
2,3 million views online
90k social interactions
237 media mentions
6k customers engaged
Thanks to the campaign's responses IKEA has been invited to talk at the official press conference organized by the Italian Parliament to announce the new social policies of the government against violence on women. In that circumstance "The room" has been showed as a best practice of a brand's commitment to a social cause.
Relevancy
This work aimed to turn the IKEA in-store journey into a touching experience that shows to every customer the dark side of Italian homes: domestic violence. Who if not IKEA, which over the years has become the reference point for Italians' home, could have stand against the problem of domestic violence in such a strong and relevant way?
Strategy
Target audience (consumer demographic/individuals/organisations): the primary target was IKEA's customers (18 million Italians visit a IKEA store every year) with a focus on women. The secondary target was all Italian women including stakeholders, opinion leaders and medias.
Approach: We started from the store experience, we filmed it and we shared on IKEA's SNs. Meanwhile, we organized several in-store events to support the media art and to create PR opportunities. We also involved some of the most influencing Italian women to live and share the experience.
Synopsis
Situation: In Italy 1 in 3 women has experienced domestic violence.
93% of cases of domestic violence are not reported.
Brief: For the International Day of the Elimination of Violence against Women, the 25th of November, IKEA wanted to take a strong stand against this issue.
Objectives: Become the most active brand on the topic, claiming IKEA's role as top of mind brand in the home area. Aware Italian IKEA's stores visitors (18 million/year) about this shocking truth, offering a solution thanks to the partnership with the non-profit organization "Telefono Donna".
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