London International Awards
2022 Winners and Finalists
Bronze
Social Media & Influencers
Retail
Entrant: | McCann Spain, Madrid |
Brand: | IKEA Novedades |
Title: | "Trapped in the 90's" |
Corporate Name of Client (if applicable): | IKEA |
Chief Marketing Officers: | Laura Durán/Gabriel Ladaria |
Client Marketing Directors: | Rafael Jiménez/Ana Ordóñez |
Media Company: | YMEDIA, Madrid |
PR Companies: | TINKLE, Madrid,LLYC, Madrid |
Agency: | McCann Spain, Madrid |
Global Chief Creative Officer - McCann Europe & UK: | Adrian Botan |
Agency Chief Executive Officer: | Marina Specht |
Chief Creative Officer: | Emiliano Gonzalez de Pietri |
Group Creative Directors: | Álvaro López/Martín Subercaseaux |
Senior Copywriter: | Agustina Lavignasse |
Senior Art Director: | Lorena Álvarez |
Agency Producer: | Martín Beilín |
Agency Project Manager: | Andrea Cabezudo |
Agency Managing Director: | Vicky Nieto |
Agency Account Supervisor: | Claudia Solano |
Agency Group Account Director: | Javier Pascual |
Agency Account Director: | Elena Rodríguez |
Agency Planning Director: | Juanma Ramírez |
Agency Planner: | María Goñi |
Creative Excellence Director McCann Europe & UK: | Carmen Bistrian |
Creative Excellence Manager McCann Spain: | Silvia López |
Creative Excellence Assistant McCann Spain: | Juanra Álvarez |
Digital Company: | MRM Spain |
Production Company: | LANDIA, Madrid |
Production Managing Directors: | Nico Cabuche/Marta Martínez |
Directors: | Maxi Blanco/Santi García |
Producer: | Alberto López-Garrido |
Post-Production Company: | CRAFTWW Spain, Madrid |
Executive Post-Producer: | Vanessa Pizarro |
Post-Production Company Senior Producer - CRAFTWW Spain: | Juan Torres |
Post-Producer: | Sara del Tío |
Post-Production Company Director of Integrated Production - CRAFTWW Spain: | Paloma Adrién |
Producer - Los Producers: | Nieves Antuña |
Animation Company: | SULFURICA |
Music Production Company: | OEO&PARSER |
Description:
However, IKEA is perceived as a brand that always has the same products despite its efforts to renew its catalogue periodically. To change this perception, every year IKEA launches a campaign with the aim of raising awareness of the arrival of new products in its stores.
In 2021 this campaign had an additional component: IKEA was celebrating its 25th anniversary in Spain.
Aims: - Increase total brand awareness. - Improve brand perception in brand desire, emotional meaning, and range appeal. - Encourage visits to the IKEA store and website. - Increase sales of products catalogued as new arrivals. IKEA arrived in Spain 25 years ago, and that moment marked the birth of a new generation who don’t know life without the brand: the IKEA natives.
As a result of this insight, the strategy was key to demonstrate the impact IKEA has had on our homes. We picked six of these IKEA natives and invited them to take a horrific trip in time to the 1990s in the form of a reality show. In over 100 hours of filmed content, these Gen Zers had to survive a house with an explosive stove, heavy itchy blankets, rotary phones, smoky mirrors, and dim lights...
But in this nightmare, there was a ray of hope—the “IKEA paradise,” where new products were given to those who won challenges, making their lives a little bit more comfortable.
If there is a generation who don’t know life without IKEA, let's weaponize that generational gap to demonstrate the impact that IKEA has had on our homes. How? By locking Gen Zers inside a house from the past.
This is how we challenged six young contestants with a world unknown to them. A place where they had to manage to recycle without recycling bins or connect to the Internet with a dial-up modem. In the reality show, IKEA's new product drops appeared in painfully small doses to make the nightmare a bit less terrible.
As the reality show unfolded, a transmedia branded content strategy was launched. The contestants’ day-to-day lives could be followed through the episodes posted on all social platforms and the content the posted from their own channels.