IKEA Digital Ikea Retail Therapy [image] 2 by Akestam.holst Stockholm

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Ikea Retail Therapy [image] 2

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Industry Department Stores & Shopping Malls
Media Digital, Interactive & Mobile
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Magnus Jakobsson
Art Director Caroline Andersson
Copywriter Felicia Jensen
Released November 2016

Awards

LIA Awards 2017
Digital Weird Wonderful Work Bronze Winner

Credits & Description

Entrant: Akestam Holst Noa, Stockholm
Brand: Ikea
Corporate Name of Client: IKEA
Client Supervisors: Carin Jacobsson/Maria Granath/Patrik Nygren-Bonnier
PR Directors: Ida Persson/Digge Zetterberg Odh
Agency Senior Account Executive: Kjell Mansson
Agency Account Manager: Mimmi Morén
Agency Strategic Planners: Jerker Winther/Karl Andersson
Agency: Akestam Holst NoA, Stockholm
Creative Director: Magnus Jakobsson
Copywriter: Felicia Jensen
Art Director: Caroline Andersson
Agency Digital Producer: Alex Picha
Technical Developer: Kalle Peterz
Digital Strategist: Anna Lundeborg
Motion Designer: Eric Karlsson
URL: http://ourwork.se/ikearetailth...
Synopsis:
The brief was to create an initiative that enhances and reinforces the concept ”Where life happens” and increase the product liking and prove that IKEA has products for all stages of life.
Are the advertising world and real life too far apart to prove the products genuine presence in life? Yes, we need to get closer to people and what truly touches them. To be ”where life happens became our new goal."
Where and on which topic could we prove the message? A deeply emotional and engaging topic for people is their relationships at home. And when problems occur in these relationships you turn to Google, with questions you would rather not discuss with others.
These days we search for ”relationship answers” on Google. So we created IKEA Retail Therapy. We simply renamed a great amount of IKEA products as common Google searches about relationship problems in Sweden. Got a snoring husband? A family who doesn’t respect you? A never ending gaming son? IKEA came to the rescue.
When you googled your problem you found an IKEA product with the same name, on a site identical to IKEA’s main shopping site. A product that might help you improve your relationship at home. Or at least put a smile on your face while you kept googling for an answer. IKEA turned relationship problems that nobody usually talks about into the most shared and praised relationship solutions.
1,7 million Swedes (out of 9,5) observed the initiative. The liking increased with 11% and so did the campaign specific KPI ”IKEA has product for all stages of life” with over 30%. IKEA Retail Therapy charmed it´s way around the world with an earned media reach of 175 million, 100.000 positive shares on social media and got picked up by 500 news medias.