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...