IKEA Promo, Case study KITCHENS by Mediacom Copenhagen

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Denmark
Agency Mediacom Copenhagen
Director Mads Toft, Ane Graabek Stig
Released August 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: IKEA
Product/Service: IKEA
Date of First Appearance: Aug 26 2009 12:00AM
Entrant Company: MEDIACOM, Copenhagen, DENMARK
Account Director: Louise Hein (MediaCom)
Project Leader: Morten Dam (Content CPH)
Director: Mads Toft (Content CPH)
Project Coordinator: Ida Gustavsson (Content CPH)
Project Leader: Lene Bjerregaard (IKEA)
Marketing Manager: Teresia Palm (IKEA)
Communications Manager: Jon Westholm (IKEA)
Director: Ane Graabek Stig (MediaCom)
Project Leader: Susan Poulsen (TV3)
Account Manager: Martin Purtoft (TV3)
Creative Sales Manager: Thomas Nielsen (TV3)
Research Manager: Claus Munch Sandvei (MediaCom)
Account Manager: Saima Sikander (MediaCom)
Media placement: TV sponsorship - Viasat - 26/08/2009
Media placement: Online banners, microsite - Viasat - 26/08/2009
Media placement: Outdoor abribus - Big cities, Denmark - 26/08/2009

Results and Effectiveness
Ratings for KokkeKampen were at index 404 in the timeslot. The campaign website with focus on generating traffic to the quiz had an 87% activation rate. Sales for IKEA kitchen during and after the sponsorship increased during a period of economic downturn where high involvement products generally suffered. Unaided awareness for IKEA kitchens grew from 45% to 55% while top of mind doubled following the sponsorship.

Creative Execution
Aside from traditional billboards, break bumpers and promos, each programme was filmed in a studio with IKEA kitchens and equipment. The campaign website included a custom-made cookery and IKEA products quiz created to generate contestants who thereafter could challenge their friends and family. The fastest correct contestants were drawn to participate in the live cookery challenge in 4 different IKEA warehouses. During the programme and leading up to the final episode, IKEA activated the sponsorship by utilising the contestants for live events held at the warehouses. 12 online quiz winners competed in a head-to-head cook-off judged by the KokkeKampen contestants. The various round winners from each warehouse qualified for the finale where they competed in new challenges. The Grand Finale was held only days after the last episode of the TV programme. The judges in the finale were the 4 last contenders in KokkeKampen.

Insights, Strategy & the Idea
Insight showed that even with a high awareness of the IKEA brand, the awareness and familiarity of IKEA kitchens were very low. The challenge was to increase familiarity of IKEA kitchens as well as strengthen the quality perception in a high involvement category. By partnering with TV3’s KokkeKampen, we were able to showcase the IKEA kitchens through an alternative sponsorship. The TV programme was a competition to crown one of 18 amateur cooks as Denmark’s best, judged by a Michelin star celebrity and a leading critic. Aside from traditional sponsor credits, the set was fitted with IKEA kitchens and stocked equipment and utensils; we had ownership of KokkeKampen’s microsite, an SMS competition, as well as editorial coverage on the IKEA kitchen used for the programme. Furthermore we secured exclusive rights to use the contestants of the programme for activation purposes – thus fully ensuring a complete branded content activity.