IKEA: 25 hour cook-off
Josh Grace and Shailesh Iyer
Campaign details
Brand owner: Ikano Retail AsiaLead agency: Leo Burnett SingaporeContributing agency: OMD SingaporeBrand: IKEACountry: MalaysiaIndustry Furniture and furnishingsChannels used: Online video , Other and ambient media, Point-of-purchase, in-store, Print - general, unspecified, Radio, Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how IKEA promoted the durability of its kitchens by challenging Malaysians and Singaporeans to a cooking marathon.
People love IKEA's clever kitchen solutions. However, there was a misconception about the...