IKEA: Changing perceptions through immersive content

Furniture brand IKEA created a TV lifestyle programme to change perceptions of the brand and drive e-commerce in Ireland.

Campaign details

Brand: IKEABrand owner: IKEALead agency: Dentsu Aegis IrelandContributing agencies: Amplify, Vizeum, Social Centre of Excellence Dentsu AegisCountry: Irish RepublicIndustries: Furnishings & fittings retailMedia channels: Content marketing, Games & competitions, Livestreaming, Online video, Point-of-purchase, in-store, Product placement, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

We stopped interrupting content with advertising and built our brand story into content and into popular culture by creating a top-rating lifestyle programme that delivered a 30% share of viewing on RTE One, Ireland's number-one national TV...

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