This document summarizes a project to create an interactive digital experience to promote IKEA kitchens in Russia. The three main objectives were to position IKEA as the leader in the Russian kitchen market, showcase modern and functional design at affordable prices, and develop an interactive tool combining inspirational content. The experience allowed users to switch between five fictional families living in different sized IKEA kitchens to view features from multiple perspectives. Media support included banners, PR across social media and kitchen sites, and external advertising. After five months, over 1 million visits and nearly 3 million pageviews showed the project was successful in driving awareness and appreciation within the creative community.

2. Project
background

3. We wanted to create a digital
kitchen tool enabling a brand
experience as close as possible
to real life

4. Three objectives
1 2 3
To make IKEA the To position IKEA as being To develop a kitchen tool that
indisputable Kitchen on the front of design, combines inspirational content
leader on the Russian modernity and function with interaction.
market with a clear with a price tag that
distance to competitors. makes the dream possible Demonstrating style width
To increase awareness of for the many people and smart functions,
IKEA kitchens reinforcing relevant and
affordable solutions on small
space

5. Audience
Primary Secondary
They are on the stage of active Do not consider to buy a complete
evaluation in the consumer kitchen in the near future, but:
journey: 1. Interested what’s going in the
1. Have an intention to buy kitchen in kitchen market in case if they are going
the nearest future 2. Gathering to buy it later 2. Interested in kitchen
information of different brands accessories
(where IKEA is a part of their set of
consideration)

6. We focused on
five kitchens
from the smallest 8 m2 kitchen
to a 20 m2 studio with integrated
kitchen

7. The project

8. Idea
We created an interactive story where
visitors could travel through five kitchens
by switching from one character to
another

9. Idea
Transmigration allowed us to show
functional features from different
perspectives: with the eyes of a
grandma, a three-year-old, a cat
and even a fly

10. Five families, one story loop

11. IKEA features
play natural
roles in each story
A POV character using IKEA pull
out tab while dancing

12. Challenges
Videos in each kitchen were shot to run
seamlessly in parallel
Switching videos in real time required
perfect syncing through multiple
viewpoints

14. Website execution
B-Reel London was chosen as a digital
production company. Their expertise
made the video intensive website work
flawlessly.

20. Media Support

21. Support overview
IKEA groups
Kitchenview.ru
Banners on ikea.ru
extraordinary
experience
PR support
(social medias and kitchen-
related sources)
External banners
1.Kitchen and design sites
2.High traffic / high affinity
platforms

22. PR support
by media
Social Online Print

23. External banner
support
Two weeks

24. Results

25. Site usage as of first
five months
Visits 1 221 345
Unique visitors 982 820
Time on site 03:36
Page views 2 842 595
Returning visitors 21%

26. Creative
community
appreciation and
buzz

28. Ad festivals awards
ADCR
Bely Kvadrat festival
KIAF
Idea
Launch Today Future

33. Thank you