| 标题 | Create What You Want |
| 广告公司 | Instinct |
| 广告战役 | Create What You Want |
| 广告主 | IKEA |
| 品牌 | Ikea |
| Posted | 5月 2014 |
| 行业领域 | 室内家具 |
| 剧情简介 | An integrated campaign, implemented across online, offline and broadcast channels and focused on driving kids’ range sales for IKEA in Russia. |
| 哲学 | Parents know that children are full of incredible ideas and want to develop their genius. They also understand that home is the place where kids’ talents emerge and grow. Yet, less than 30% of Russian grownups factor in their kids’ opinion when it comes to interior design and organization. IKEA made kids the center of their new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and even more – create a full scale advertising campaign. |
| 问题 | IKEA showed by its own example how important it is to listen to kids’ opinions. To help children better communicate with the parents and unleash their imagination to the fullest, the company let kids CREATE WHAT THEY WANT in IKEA interiors, entrusting them with a year-long advertising campaign for the brand. Starting off with a huge event for kids in Moscow’s Muzeon Park to mark the launch of the new Catalogue and help children set their creativity free, IKEA then continued with a TV and a national outdoor campaigns written, designed, acted out and shot by real kids. |
| 结果 | • 30 thousand people, including 10 thousand kids visited the event in Muzeon and took part in creating the advertising campaign• Over 80 000 people visited the web site, time spent on website - 4 minutes.• Over 500 000 people viewed the TV commercial on YouTube• Launch campaign enjoyed vast coverage in leading Russian media: - AVE (advertising value equivalent): Euro 315,000• SALES up by 23% |
| 媒体类别 | 案例研究 |
| 长度 | |
| 创意总监 | Yaroslav Orlov |
| 创意总监 | Roman Firainer |
| Creative / Art Direction | Nikolay Fabrika |
| 文案 | MARIA BORZILOVA |
| 美术指导 | Nikolay Pere |
| 美术指导 | Christofer Weider |
| 设计师 | Maxim Demkin |
| Client Services Director | Marina Vershinina |
| 客户总监 | Anna Glinkina |
| 客户经理 | Ekaterina Krasina |
| 客户经理 | Vera Ulitenko |
| 客户主管 | Ksenia Goldberg |
| 数字制片 | Anna Chaplygina |
| 设计师 | Nikolay Markelov |
| 战略企划 | Svetlana Rogova |
| 战略企划 | Mathew Choudnovski |