Brand Positioning TV Campaign
Ligue Braille - Brailleliga
How to communicate the IKEA food offer in an innovative way, different from the stores and the catalog?
The challenge was to show-case the food offer ‘all under one roof’: storing, cooking&preparing, serving&eating. The brief insisted on creating visibility for IKEA in a different way and making the brand IKEA a more desirable brand by engaging non-customers emotionally.
Gäst: a global and aspirational IKEA food universe.
Gäst is an apartment furnished and decorated with IKEA products only. A trendy venue where 16 selected guests were invited with their friends to experience a unique and authentic moments around food and… having fun!
For the first time consumers were able to actively and freely live a IKEA universe.
The event was communicated through social media and PR campaign with no obvious brand presence.
The results were overall beyond all expectations.
The free off and online print coverage was huge including the major Belgian lifestyle magazines and newspaper (Knack, Le Vif Week-end, Victoire, Feeling Wonen, lesoir.be, hln.be, standaard.be). 112 articles were published.
The Net net value is estimated at 114.735 € (print + online + instagram + twitter) with a total reach of 37.318.017.
The social media played a major role creating additional earned media: the teasing video generated 750.000 views, 3.000 likes and 150 comments and GÄST was mentioned more then 5.800 times on Facebook and on Instagram.
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