IKEA: KITCHENS FIT FOR A PM
Mango was asked to implement a news generation tactic that hi-jacked the news agenda around the 2013 Australian Federal Election and built brand love in the Australian market.
The idea was to poke fun at the two leading PM candidates, Kevin Rudd and Tony Abbott, with a tongue-in-cheek news story that bought all Australians into the joke by tapping into existing conversations around the Australian election.
The Lodge was set to have a new resident, so IKEA offered each would-be Prime Minister inspiration for his new kitchen thereby highlighting some of IKEA’s kitchen solutions. Each set design reflected various quirks and personality traits of the relevant party leaders in their design, such as:
- STOOLA: This stool has supportive legs and comfortable cushioning to accommodate corporate patriarchs and other heavyweights that come to visit
- ELECTRIK OVENAA: Electric hob and oven with extra safety features, so you never have to find your inner firefighter
- WOOPSIE MOPPA: Easy to access mop, to help quickly clean up the mess from any accidental leaking of right-wing viewpoints and other social gaffs
- FOTO FRAMIA: Large, wall mountable frame, ideal for displaying family photos or reinforcing the support for your favourite political player, even if it is of yourself
- SVER-JARREN: Guilty of letting the occasional bad word slip? Repent with this large swear jar, perfect for storing loose change
- KNIVENRACKEM: Handy knife rack that keeps knives in the open and accounted for, to avoid being stabbed in the back by fellow party members or ex-PMs planning revenge
- Total audience reach of 17,560,403
- IKEA’s Facebook posts generated 2,979 total interactions and a reach of 472,344 people on Facebook, all of which were unsupported by adspend
- Coverage in key print publications including The Guardian Australia and mX
- Features syndicated across the News Corp online network
- The dedicated IKEA Election Campaign landing page received 26,861 views between 27 August and 2 September
- The campaign was talked about on twitter by key influencers such as; B&T Magazine, Clementine Ford (Daily Life Columnist), Latika Bourke (Reporter for Parliament House & ABC)