IKEA Film, Digital THE KITCHEN COLAB by SMFB

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THE KITCHEN COLAB

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Industry Department Stores & Shopping Malls
Media Film, Digital, Interactive & Mobile
Market Norway
Agency SMFB
Creative André Koot, Hans Martin Rønneseth
Designer Nicklas Hellborg
Released May 2012

Awards

Kinsale Shark Advertising Festival 2012
DIGITAL CAMPAIGN WEBSITES BRONZE

Credits & Description

Category: Acquisitions
Advertiser: IKEA
Product/Service: KITCHEN PLANNER
Agency: SMFB
Creative: Hans Martin Rønneseth (SMFB)
Creative: André Koot (SMFB)
Account Executive: Kristian Kristiansen (SMFB)
Account Manager: Jannicke Platou (SMFB)
Account Manager: Tonje Skjetne Bjørnerem (SMFB)
Designer: Nicklas Hellborg (SMFB)
Media placement: Microsite - Campaign Site Url - 20th Feb. 2012
Media placement: TVC - 2 Spots - All Major TV-Channels In Norway - 20th Feb. 2012
Media placement: Online Films - 4 Spots - Ikea.no And Blogs - 20th Feb. 2012
Media placement: Print Ads - National Newspapers/Magazines - 20th Feb. 2012
Media placement: Banners - Various Websites/newsmedia - 20th Feb. 2012

Describe the brief/objective of the direct campaign.
The campaign objective was to inspire Norwegians to design their own kitchen using the IKEA Kitchen Planner, their most important tool for selling kitchens. To do this we decided on a strategy closely linking the Kitchen Planner to the people who are using it.
Kitchens are high interest in Norway. IKEA sells more kitchens per capita here than anywhere else. The target audience was all Norwegians.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Thousands of Norwegians are already using the Kitchen Planner daily. This leaves IKEA with lots of sketches of kitchen solutions on their servers. And many are brilliant. Our idea was to take some of these sketches and show their quality to the world, to inspire others to realise their kitchen dreams. We picked 4 sketches from the vast archive and built the kitchens. Then we tracked down the 4 ordinary Norwegians who designed them, and had them front our campaign as collab-designers, talking about their ideas, dreams and solutions.

Explain why the creative execution was relevant to the product or service.
The idea of involving the consumer is a core IKEA value. And since so many Norwegians seem to be quite talented kitchen ‘designers’, it was in true IKEA spirit to bring them to the front of this campaign, to inspire others to follow in their footsteps. Where the likes of H&M use famous designers, it felt natural that IKEA should do a collaboration with the consumer.

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.
The campaign is ongoing, and we are still awaiting final results. But reports show an increase both in Kitchen Planner activity and kitchen sales. The campaign has generated mass media coverage, especially in the 4 designers' respective hometowns.