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WE BELIEVE THAT HOW BRANDS ACT IS AS IMPORTANT AS WHAT THEY SAY. RATHER THAN ONLY BEING EXPOSED TO YOUR CAMPAIGNS, PEOPLE WANT?TO INTERACT WITH YOUR BRAND. THAT?S WHY WE BELIEVE IN THE EFFICIENCY OF BRAND EXPERIENCE.? AND THAT?S WHAT WE DO BEST AT SECONDFLOOR?: CREATING?OFF AND AND ONLINE BRAND EXPERIENCES?FOR CLIENTS SUCH AS NESTL?, IKEA OR DELHAIZE.?OUR STRATEGIC AND CREATIVE SKILLS PRODUCE INTEGRATED BRAND?EXPERIENCES ACROSS THE INCREASING NUMBER OF TOUCH POINTS. ALL THIS WHILE STAYING PERFECTLY IN LINE WITH YOUR BRAND STRATEGY AND BUILDING YOUR BRAND STORYTELLING ON A DAY TO DAY BASIS.

CONVICTIONS ELEVATE BRANDS.

Gäst

IKEA

DESCRIPTION

How to communicate the IKEA food offer in an innovative way, different from the stores and the catalog?

DÉFIS

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.

SOLUTIONS

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.

IMPACT

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.

Specialization	Advertising Brand Activation & Promotion Digital & Social Media
Year of creation	2007
Employees	10-20 employees
Address	CHEE DE WATERLOOSESTWG 870 1180 UCCLE
Mail	olivier@secondfloor.be
Website	HTTPS://WWW.SECONDFLOOR.BE/
Phone number	+32 2 340 86 00

Advertiser	Brand	Activity
AS WATSON	ICI PARIS XL	Brand Activation & Promotion
BEPS International School		Advertising 2018
DOMITYS		Advertising 2018
Durobor		Corporate & Institutional Communication
IKEA BELGIUM	IKEA	Brand Activation & Promotion
IPM		Advertising
JCDECAUX	VILLO !	Advertising 2018
KIA BELGIUM	KIA	Advertising
LIGUE BRAILLE - BRAILLELIGA		Advertising
NESTLE BELGILUX	PURE LIFE	Advertising
NESTLE BELGILUX	DOLCE GUSTO	Brand Activation & Promotion
NESTLE PURINA PETCARE	FELIX PETFOODS	Brand Activation & Promotion 2018
NESTLE WATERS BENELUX	PERRIER	Advertising
TROC.com
UNILEVER BELGIUM FOODS & HPC	BECEL	Advertising

SECONDFLOOR (sprl)

Olivier Bialek

Ilona de Witt

Charly Dheulin

Alain Frisson

Régis Leemans

Mélanie Lepropre

Charlotte Libert

Debora Micciche

Marie-Sophie Petit

Nadège Vény

Catherine Vidick

Olivier Gerlag

Hugues Vanlier

Campaigns

Brand Positioning TV Campaign

Une autre façon de voir la vie.

Gäst

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Jobs

Brand Manager Ethias

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WEB DEVELOPER

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The speaker's corner

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Interview

Xavier Bouckaert (Roularta) : "Il faut évaluer les qualités de son vaisseau pour bien négocier la vague"

Files

AMMA 2019 : Le Best of

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