IKEA. LITERATURE

Creative idea

Russian people perceived the IKEA furniture as ordinary and predictable, not suitable for creating unique interior solutions. To convince them, IKEA recreated with the help of its products interiors from five famous literary works. THE HOME THAT HAS YET TO BE IMAGINED! As a result of the campaign, the attitude towards IKEA changed significantly, it came to be perceived as diverse and original. The number of visitors in stores increased to 8.4 million people, and on the ikea.ru site - by 39%. The number of customers who made shopping lists on the ikea.ru site also increased by 47%.

Brand name: IKEA
Advertiser / client: IKEA
Product / service: IKEA goods and furniture
Campaign name: IKEA. LITERATURE
Agency network: BBDO WORLDWIDE
Agency: Instinct agency, Moscow
Additional company: n/a
Production company: Reflex Production
Web address: https://www.ikea.com/ext/ru/literatura/#nav
Executive creative director: Roman Firainer, Yaroslav Orlov
Art director: Antonina Pirogova
Copywriter: Evgeniy Golovan
Client account director: Marina Vershinina
Senior planner: Anna Zakharova
Additional company: Account Managers – Olga Chernova, Kate Seliverstova