ikea in the kitchen final
DESCRIPTION
TRANSCRIPT
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Project background
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We wanted to create a digital kitchen tool enabling a brand experience as close as possible to real life
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Three objectives1 2 3
To make IKEA the indisputable Kitchen leader on the Russian market with a clear distance to competitors. To increase awareness of IKEA kitchens
To position IKEA as being on the front of design, modernity and function with a price tag that makes the dream possible for the many people
To develop a kitchen tool that combines inspirational content with interaction.
Demonstrating style width and smart functions, reinforcing relevant and affordable solutions on small space
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AudiencePrimary Secondary
They are on the stage of active evaluation in the consumer journey:1. Have an intention to buy kitchen in the nearest future 2. Gathering information of different brands(where IKEA is a part of their set of consideration)
Do not consider to buy a complete kitchen in the near future, but:1. Interested what’s going in the kitchen market in case if they are going to buy it later 2. Interested in kitchen accessories
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We focused onfive kitchensfrom the smallest 8 m2 kitchen to a 20 m2 studio with integrated kitchen
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The project
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Idea
We created an interactive story where visitors could travel through five kitchens by switching from one character to another
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IdeaTransmigration allowed us to show functional features from different perspectives: with the eyes of a grandma, a three-year-old, a cat and even a fly
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Five families, one story loop
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IKEA features play naturalroles in each story
A POV character using IKEA pull out tab while dancing
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ChallengesVideos in each kitchen were shot to run seamlessly in parallel
Switching videos in real time required perfect syncing through multiple viewpoints
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Website executionB-Reel London was chosen as a digital production company. Their expertise made the video intensive website work flawlessly.
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Media Support
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Kitchenview.ru
extraordinaryexperience
External banners1.Kitchen and design sites 2.High traffic / high affinity platforms
IKEA groups
Banners on ikea.ru
PR support (social medias and kitchen-related sources)
Support overview
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PR supportby media
Online PrintSocial
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External banner support
Two weeks
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Results
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Site usage as of first five monthsVisits 1 221 345
Unique visitors 982 820
Time on site 03:36
Page views 2 842 595
Returning visitors 21%
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Creative community appreciation and buzz
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Bely Kvadrat festival
ADCR
KIAF
Idea
Launch Today Future
Ad festivals awards
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Thank you