Online Advertising, including video
IKEA Kitchens
CLIENT: IKEA
AGENCY: Agency.com
IKEA tasked Agency.com, its digital agency, with creating a through-the-line campaign for
its kitchen range.
Most impressive was the demonstration of strategic capability — this campaign is an
example of what can be achieved when digital is put at the centre of a campaign. IKEA’s
brief was to shift perceptions of its kitchens from one of low quality, to one of unrivalled
value in terms of durability, design, style and low price. Bottom line targets were to drive
sales and beat previous sales targets. The overriding message was one of robust quality, to
challenge the widespread belief that low price equals low quality.
Agency.com set out to show people that when buying an IKEA kitchen, they don’t have to
sacrifice quality. Creative hinged on the extreme lengths that IKEA goes to in ensuring its
kitchens are up to the job, using test robots to extensively test their products.
Agency.com developed ‘Kitchens that are built for real life’, an integrated campaign
created to work across a range of online rich media formats as well as offline in press,
cross track, outdoor and bus sides. IKEA experienced sales rising by 20 per cent higher
than the previous year.
The Revolution Awards 2008 23
;
SPONSORED BY;
HIGHLY COMMENDED;
Sexual Health Summer
CLIENT: Department of Health
AGENCY: Grand Union
SHOrtLIStED;
TalktoFRANK
CLIENT: Home Office, Department
for Children, Schools and Families
and Department of Health
AGENCY: I-Level
Yell.com
CLIENT: Yellow Pages
AGENCY: AKQA
‘Commit to save your 20%’
CLIENT: Energy Saving Trust
AGENCY: Grand Union
Sky Sports banners
CLIENT: Sky Sports
AGENCY: AKQA
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