The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Influencer Marketing / Multi-Channel
Annual ID
OS23_SM038B
About the Work
IKEA has transformed our homes. Since its arrival in Spain, it has given us practical solutions in our daily lives. However, IKEA is perceived as a brand that always has the same products despite its efforts to renew its catalogue periodically. To change this perception, every year IKEA launches a campaign with the aim of raising awareness of the arrival of new products in its stores.
IKEA arrived in Spain 25 years ago, and that moment marked the birth of a new generation who don’t know life without the brand: the IKEA natives. As a result of this insight, the strategy was key to demonstrate the impact IKEA has had on our homes. We picked six of these IKEA natives and invited them to take a horrific trip in time to the 1990s in the form of a reality show.
This is how we challenged six young contestants with a world unknown to them. A place where they had to manage to recycle without recycling bins or connect to the Internet with a dial-up modem. In the reality show, IKEA's new product drops appeared in painfully small doses to make the nightmare a bit less terrible.
As the reality show unfolded, a transmedia branded content strategy was launched. The contestants’ day-to-day lives could be followed through the episodes posted on all social platforms. The results speak for themselves:
- New product sales increased +169%.
- IKEA Spain #2 worldwide in new product sales.
- Over €1.5M worth of new products were sold in the first week.
- The perception of IKEA as a brand that continuously offers new products is reinforced (+1.2pp)
- Increased trust of young people (18-34) towards IKEA, reaching 57% (+2pp).
- Time spent on the website x18times more than average.
- 1.1M impressions on YouTube
IKEA arrived in Spain 25 years ago, and that moment marked the birth of a new generation who don’t know life without the brand: the IKEA natives. As a result of this insight, the strategy was key to demonstrate the impact IKEA has had on our homes. We picked six of these IKEA natives and invited them to take a horrific trip in time to the 1990s in the form of a reality show.
This is how we challenged six young contestants with a world unknown to them. A place where they had to manage to recycle without recycling bins or connect to the Internet with a dial-up modem. In the reality show, IKEA's new product drops appeared in painfully small doses to make the nightmare a bit less terrible.
As the reality show unfolded, a transmedia branded content strategy was launched. The contestants’ day-to-day lives could be followed through the episodes posted on all social platforms. The results speak for themselves:
- New product sales increased +169%.
- IKEA Spain #2 worldwide in new product sales.
- Over €1.5M worth of new products were sold in the first week.
- The perception of IKEA as a brand that continuously offers new products is reinforced (+1.2pp)
- Increased trust of young people (18-34) towards IKEA, reaching 57% (+2pp).
- Time spent on the website x18times more than average.
- 1.1M impressions on YouTube
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
McCann / Madrid
Digital Agency
MRM Spain / Madrid
Production Company
Landia / Madrid
Music / Sound Production Company
OEO&PARSER / Madrid
The Lobby / Madrid
Post Production Company
Metropolitana / Madrid
Sulfurica / Madrid
Media Distribution Company
YMEDIA / Madrid
Art Director
Lorena Álvarez
Copywriter
Agustina Lavignasse
Chief Creative Officer
Adrian Botan
Emiliano Gonzalez De Pietri
Director
Maxi Blanco
Executive Producer
Marta Martínez
Nico Cabuche
Paloma Adrien
Group Creative Director
Alvaro Lopez
Martín Subercaseaux
Account Director
Elena Rodríguez
Account Supervisor
Claudia Solano
Project Manager
Andrea Cabezudo
Agency In-House Production
CRAFTWW / Madrid
Creative Excellence Assistant
Juanra Álvarez
Creative Excellence Director
Carmen Bistrian
Creative Excellence Manager
Silvia López
Digital Director
Santi García
Head of Digital Planning
María Goñi
Head of Planning
Juanma Ramírez
Integrated Account Director
Javier Pascual
Music & Sound Production
CRAFTWW / Madrid
Post production
CRAFTWW / Madrid
post production
Vanessa Pizarro
Postproducer
Sara del Tío
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