IKEA ´Kitchens Built for Real Life´.

2008- Winner, Revolution Awards Online Category.

It´s not often that the digital agency gets to set the strategy and create a compelling creative narrative that then runs through the line, but this campaign not only aligned clear strategic premise with powerful creative, it drove real behavioural and attitudinal change.

´Kitchens Built for Real Life´ was a truly multi channel, integrated campaign which included a microsite, various rich media executions, numerous press executions, cross tracks, outdoor and bus sides. It highlights how a simple insight into the quality procedures IKEA employ- their use of test robots- was the key to overcoming the major barrier to purchase- the perceived low quality.

This campaign provides a unique showcase of what can be achieved when digital is put at the heart of a marketing objective.

Firstly the campaign drove measurable, incremental sales- a significant 20% increase on the previous year, and secondly it increased overall brand and product consideration as evidenced through the download of 6,267 unique IKEA Kitchen Planner software downloads.

In many ways our ´Kitchens Built for Real Life´ campaign was an industry first. It even prompted the Wall Street Journal to run a headline about how great strategic and creative thinking that originates in digital agencies is challenging the status quo: ´Web ad shops are crossing the digital divide."