IKEA: Kitchens, Catalogue & Stockholm Collection Launch

kitchensIssue:

Mango was asked to produce a media event to launch the new 2014 IKEA catalogue, kitchen showrooms and STOCKHOLM range. It was important that the event showcased the FY14 catalogue and the new STOCKHOLM range, however the main focus was the new kitchen sets, which for the first time had been inspired by the Australian way of life.

The launch event needed to attract journalists from key home and lifestyle publications, online influencers and bloggers, by providing them with a uniquely IKEA experience at the Tempe store.

Idea:

To engage media before the event, a catalogue look book was produced, designed to whet the appetite of the media with key elements from the catalogue, including living with children, sustainability and the top trends for 2014. The look book included a USB containing the catalogue images and were sent to 100 top tier media targets to spark interest, create coverage opportunities for mid and long lead media and to create buzz online.

To give the event a ‘WOW Factor’ before the guests had even set foot in the IKEA store, an invite was produced in the shape of a big blue box. When opened, the big blue box released a branded balloon, which had the invitation attached to it creating a vision opportunity to create social media buzz.

We wanted to impress guests with a space that exuded style and created an unexpected impact as guests arrived in store. A unique welcome area was created to provide guests with a space where they could relax throughout the evening. The space also included a pop-up catalogue photo booth giving guests the opportunity to create their own personalised IKEA catalogue cover. Guests were gifted with their personalised catalogue on the night and encouraged to post this to their social channels using the hash tag #ikeacatalogue

Guests were walked through the 20 new IKEA kitchen showrooms and were also briefed on the new STOCKHOLM collection as well as the trends underpinning the new FY14 catalogue.

A bespoke menu was created inspired by IKEA’s uniquely swedish character with delicious Winter warmers such as a warm apple toddy, truffle dusted fries and personalised cinnamon scrolls for guests to take home.

Impact:

  • A final count of 60 media attendees including attendance from all top tier media targets
  • The catalogue book saw a reach of 418,112
  • The ‘Big Blue Box’ invitations saw a reach of 22,171
  • 50 social conversations during the event
  • Post event, a total of 216 pieces of coverage were achieved through traditional and non-traditional media platforms with a total audience reach of 15,065,311
  • Coverage secured with key top tier media titles included Belle Magazine, Better Homes & Gardens, Inside Out and Interiors Addict