IKEA: Kvartirovedenie, 1

Credits & Description:

Entrant Instinct
Title Kvartirovedenie
Advertiser IKEA
Product/Service: Furniture and home accessories
Industry: Retail Services
Creative Director Roman Firainer / Yaroslav Orlov (Instinct)
Digital Creative Director Nikolai Fabrika (Instinct)
Art director Nikolai Pere (Instinct)
Copywriter Maria Borzilova (Instinct)
Account Director Natalya Ametova (Instinct)
Senior Account Manager Vera Ulitenko (Instinct)
Digital Strategic Planner Matvey Choudnovsky (Instinct)
Client Service Director Marina Vershinina (Instinct)
Brief description: Communication goals: - Get a wide response on newsworthy launch of the project; - Enhance emotional connection with the brand; - Build an awareness that IKEA has solutions for every family. Problem: Some families are not interested in IKEA shopping cause they think that there are only generic products. Solution: It is common knowledge that all families in Russia differ from each other. In order to understand these differences and define types of diverse Russian families. In IKEA store across the country and on the web site of the project IKEA Russia interviewed kids to tell interesting stories about their families. The favourite kid's writer Grigory Oster inspired by the most amazing and wrote novels about them. The strangest real families took part in photoshoot in ideal recreated interiors made by IKEA designers. Rob Hunt worldwide famous illustrator created unbelievable detailed world of all these families where every objects was the IKEA product. In IKEA every family can find solutions for interior design, which meets exactly their needs, it is proven by first cross-media encyclopedia about family life with kids in Russia - “Kvartirovedenie: non-scientific research of families and their life environment”. Results: IKEA created the first cross-media encyclopedia called “The Great Home Studies” which inspired kids and parents and proved that IKEA has different solutions even for crazy and extraordinary families. 128-pages printed book, 10 families, 10 novels 3000 limited edition hardcopies 400K website visitors 10K ePub book downloads 137 454 607 Earned media impression