Big Brother is one of the most popular TV programs in the world, for us in IKEA, showing up only during the commercial break wasn't enough. We wanted to be the show itself! The insight - The excitement registers when the new tenants enter the house, and discover the house for the first time. But this season, All of the furniture, up to the last one, awaited the housemates in the form of carton boxes… The whole country watched while they unpacked the house It was the classic Ikea experience we're all familiar with: To build something new from scratch.
Problem
Creative ExecutionWe sat down with Keshet's representatives and wondered: What's the best way to star in the most watched show on TV? And the solution we came up with – no one saw coming… Especially not the contenders! As with every new season a peak of excitement registers when the new tenants enter the house, and discover how it looks for the first time. But this season, for the first time in the show's history… All of the furniture, up to the last one, awaited the housemates in the form of carton boxes.Insights, Strategy and the IdeaThe target audience were glued to the TV that night, especially the younger generation who is more Ikea related because of the prices and cool designs. The special bond we created between the most viewed TV show in the country and our beloved brand was so natural – the viewers was talked about us at the breath; More than half the country (54 %) knew that IKEA were the ones who furnished the Big Brother House. 33% of the people who never watched the show knew that the Big Brother's house design was done by IKEA.
Result
The Cooperative Content of IKEA and the Big brother show, proved to be successful. Using paid media as funny sponsorship bumpers, content marketing, hard sale spots, An innovative digital and mobile domain, an accurately targeted Facebook promotion, and a 3D virtual tour of the Big Brother House, brought great results. Season premiered with high record rating of 39.6%. Internet was flooded with mentions of "Big Brother" and IKEA. More than half the country (54 %) knew that IKEA were the ones who furnished the Big Brother House.