Project background

We wanted to create a digital kitchen tool enabling a brand experience as close as possible to real life

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

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

We focused onfive kitchensfrom the smallest 8 m2 kitchen to a 20 m2 studio with integrated kitchen

The project

Idea

We created an interactive story where visitors could travel through five kitchens by switching from one character to another

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

Five families, one story loop

IKEA features play naturalroles in each story

A POV character using IKEA pull out tab while dancing

ChallengesVideos in each kitchen were shot to run seamlessly in parallel

Switching videos in real time required perfect syncing through multiple viewpoints

Website executionB-Reel London was chosen as a digital production company. Their expertise made the video intensive website work flawlessly.

Media Support

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

PR supportby media

Online PrintSocial

External banner support

Two weeks

Results

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%

Creative community appreciation and buzz

Bely Kvadrat festival

ADCR

KIAF

Idea

Launch Today Future

Ad festivals awards

Thank you