| Title | Create What You Want |
| Agency | Instinct |
| Campaign | Create What You Want |
| Advertiser | IKEA |
| Brand | Ikea |
| Posted | May 2014 |
| Business Sector | Home Furniture |
| Story | An integrated campaign, implemented across online, offline and broadcast channels and focused on driving kids’ range sales for IKEA in Russia. |
| Philosophy | Parents know that children are full of incredible ideas and want to develop their genius. They also understand that home is the place where kids’ talents emerge and grow. Yet, less than 30% of Russian grownups factor in their kids’ opinion when it comes to interior design and organization. IKEA made kids the center of their new communication campaign by letting them CREATE WHAT THEY WANT in IKEA interiors and even more – create a full scale advertising campaign. |
| Problem | IKEA showed by its own example how important it is to listen to kids’ opinions. To help children better communicate with the parents and unleash their imagination to the fullest, the company let kids CREATE WHAT THEY WANT in IKEA interiors, entrusting them with a year-long advertising campaign for the brand. Starting off with a huge event for kids in Moscow’s Muzeon Park to mark the launch of the new Catalogue and help children set their creativity free, IKEA then continued with a TV and a national outdoor campaigns written, designed, acted out and shot by real kids. |
| Result | • 30 thousand people, including 10 thousand kids visited the event in Muzeon and took part in creating the advertising campaign• Over 80 000 people visited the web site, time spent on website - 4 minutes.• Over 500 000 people viewed the TV commercial on YouTube• Launch campaign enjoyed vast coverage in leading Russian media: - AVE (advertising value equivalent): Euro 315,000• SALES up by 23% |
| Media Type | Case Study |
| Length | |
| Creative Director | Yaroslav Orlov |
| Creative Director | Roman Firainer |
| Creative / Art Direction | Nikolay Fabrika |
| Copywriter | MARIA BORZILOVA |
| Art Director | Nikolay Pere |
| Art Director | Christofer Weider |
| Designer | Maxim Demkin |
| Client Services Director | Marina Vershinina |
| Account Director | Anna Glinkina |
| Account Manager | Ekaterina Krasina |
| Account Manager | Vera Ulitenko |
| Account Executive | Ksenia Goldberg |
| Digital Producer | Anna Chaplygina |
| Designer | Nikolay Markelov |
| Strategic Planner | Svetlana Rogova |
| Strategic Planner | Mathew Choudnovski |
More Work
SEE ALLIKEA WAKE UP LOVE (Integrated case)
- BRAND:
- IKEA Russia
- AGENCY:
- Instinct
IKEA Bedroom Cinema
- BRAND:
- IKEA Russia
- AGENCY:
- Instinct