Build up excitement around the biggest range change ever for IKEA Belgium: the highly flexible METOD kitchen system. And do it while getting the most out of IKEA’s own media. Be sure to communicate the USP’s of the METOD kitchen in the IKEA way. With one major constriction: don’t show the kitchen in the first 2 months of the campaign.
If IKEA can build a kitchen to a child’s imagination, we can build a kitchen to everyone’s imagination. Via Facebook we asked kids to draw the most crazy, coolest kitchen they could possibly imagine. IKEA promised to actually build the coolest design.
With zero media budgeting we built a campaign which lasted 3 months, comprising 3 phases and dealing with the constriction that we couldn’t show the kitchen the first 2 phases of our campaign. IKEA broadcasted the selection process of the drawing contest for the Coolest Kitchen. The entire budget was used to produce the content. Short documentaries aired on IKEA’s owned media channels and YouTube to grow the excitement and keep the attention span going for 12 weeks.
Every documentary further built up the tension, while communicating the USP’s of the new METOD kitchen system in an IKEA way. The reveal was the subject of the final documentary. IKEA held its promise and built a pirate boat kitchen with a span of 7 meters. Making it a true attention grabber offline and online.