IKEA Promo, Case study FIX THIS KITCHEN by MEC New York

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market United States
Agency MEC New York
Released October 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: IKEA
Product/Service: IKEA
Date of First Appearance: Oct 16 2010
Entrant Company: MEC, New York, USA
Executive Producer: Chet Fenster
Co-Executive Producer: Evan Fleischer
Managing Partner, IKEA Account Director: Tim Jones
Senior Partner, Communications Strategy Director: Jennifer Pechenik
IKEA US Media Manager: Alia Kemet
IKEA Media Specialist, US Marketing Media Promotions: Raymond Simanavicius
Media placement: TV Series (6 Episodes) - A&E - October 16, 2010
Media placement: Online Custom Content - Http://www.aetv.com/the-Big-Fix/video/ - October 16, 2010
Media placement: Online Custom Content - Http://info.ikea-Usa.com/fixthiskitchen/ - October 16, 2010
Media placement: In-Store - IKEA North America Stores - October 16, 2010

Insights, Strategy & the Idea
Our challenge: Elevate the perception of IKEA kitchens and create consideration for them among a set of consumers who wouldn’t normally think of IKEA when planning a kitchen renovation. We needed to raise awareness of the IKEA kitchen product offering and elevate consumers’ perception of those products by demonstrating quality, style, and affordability.

Our insight: When considering renovations, consumers increasingly look to reality TV for both information and inspiration. A kitchen renovation show featuring IKEA products could be the perfect vehicle for engaging the target consumers, to change their perception of IKEA when they're most open and interested in the message. But this would not be just another home-renovation show – we added celebrity chefs to the recipe, to design the kitchens from a professional’s perspective, elevating IKEA by association and helping IKEA break through the quality-perception barrier.

Creative Execution
“Fix this Kitchen”: a six-episode reality TV series in which America’s most celebrated chefs (Marcus Samuelsson, Ming Tsai, Lidia Bastianich, Georges Perrier, Charlie Trotter, and Graham Elliot) surprise a frustrated home cook with a kitchen overhaul using IKEA products.

We conceived the show, sold it to A&E, and produced it for the network's “Big Fix” lifestyle programming block. Each episode featured IKEA bumpers and promos. There was a microsite on AETV.com, plus an accompanying display campaign and IKEA created hub Fixthiskitchen.com. In-store IKEA promoted the show through in-store signage and celebrity chef book-signing events. In print, two FSI mailings about the show reached 50 million households.

We also developed custom promotions with online publishers like Apartment Therapy, Shopzilla, and Bizrate.

The show received national media coverage, plus attention from local press and blogs. The celebrity chefs promoted the show on Facebook, Twitter and their own websites.

Results and Effectiveness
“Fix this Kitchen” changed consumer perception. Viewers showed a 60% increase in agreement that “IKEA offers high-quality materials”; 33% increase in “good overall durability”; and 23% increase in “good overall quality.”

After watching, consumers were significantly more likely to consider visiting IKEA, both in general (+17%) and for kitchen-specific purchases (+25%). Two out of three viewers said they plan to visit IKEA when considering a kitchen renovation.

During the show’s run, usage of IKEA’s online kitchen planning tool increased by 33%.

A&E renewed the show for a second season.