Adsarchive » DM » IKEA » KITCHEN PARTY


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Industry Department Stores & Shopping Malls
Media Direct marketing
Market United Kingdom
Agency Mother London
Director Kim Gehrig
Creative Director Robert Saville, Mark Waites, Gustavo Sousa, Feh Tarty, Stephen Butler
Editor Jo Guest
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: IKEA
Product/Service: IKEA
Agency: MOTHER
Date of First Appearance: Oct 8 2010
Entrant Company: MOTHER, London, UNITED KINGDOM
Entry URL: http://www.youtube.com/watch?v=s_LIai0MAbE
Creative Director: Mark Waites (Mother London Limited)
Creative Director: Robert Saville (Mother London Limited)
Creative Director: Stephen Butler (Mother London Limited)
Creative Director: Feh Tarty (Mother London Limited)
Copywriter / Art Director: Erik Nordenankar (Mother London Limited)
Copywriter / Art Director: Daniel Mencak (Mother London Limited)
Copywriter / Art Director: Julia Stenius (Mother London Limited)
Copywriter / Art Director: Erik Hedman (Mother London Limited)
Content Strategist: Jacob Wright (Mother London Limited)
Agency TV Producer: Craig Keppler (Mother London Limited)
Director: Kim Gehrig (Academy Films)
Editor: Jo Guest (Final Cut)
Executive Producer: Lizie Gower (Academy Films)
Production Company Producer: Laura Hegarty (Academy Films)
Director of Photography: Forian Hoffmeister (Freelance)
Visual Effects Artist: Eileen Chan (MPC)
Content Strategist: Sarah Rabia (Mother London Limited)
Content Strategist: Bruno Frankel (Mother London Limited)
Media placement: Online Music Video - Online - YouTube - 8 October 2010
Media placement: TV Campaign - ITV / Channel 4/ Sky/ IDS/ Mems/ 4dig/ ITV2/ ITV3/ Zing TV / Zee TV/ Zee Cinema - 9 October 2010
Media placement: Online Banner Ads - Online - 11 October 2010

Describe the brief/objective of the direct campaign.
Our objective was to drive sales of IKEA kitchens by recruiting new customers. We knew that the biggest problem was not enough people were aware that IKEA sold kitchens, so we had to make IKEA kitchens famous among our target audience of middle-income 25-45 year olds. Our idea needed to be in line with IKEA’s brand positioning of “Happy Inside”.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
One thing about kitchens that we all know is true– it's the best place to be at a party. There was even a song written about it in the 80s. We decided to make a music video with this song, re-recorded by Man Like Me, with them walking around a range of IKEA kitchens. The promo was played on MTV across Europe and was cut down to a TVC, where it racked-up hundreds-of-thousands of YouTube views. Fans on YouTube could click on the IKEA products featured, which would take them to IKEA’s site to find out more about the product.

Explain why the creative execution was relevant to the product or service.
Kitchen advertising is saturated with glossy ads with shiny surfaces and smiling families. But we wanted to find a truth about kitchens, an insight people could relate to and was an original and interesting starting point for our communication - It's the best place to be at a party. In a seamless way we could then show the products by having them in the music video where people was hanging out in the kitchen. This idea was right for the brand positioning of “happy inside” because it shows how a kitchen can provide a happy fun environment in the home for more than just cooking in.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Thousands of fans got to see IKEA products because they choose to, when it was brought to them in an entertaining way.Our brief was to make a TV-ad, and because we used the material for the promo and existing images of the products, the extra cost of making the annotated Youtube links were almost none. Sales of IKEA kitchens increased by an unprecedented amount and the kitchens department is significantly outperforming the rest of the store. Since the campaign was released the music video has made it onto MTV and the song has had significant radio airplay.