IKEA: Balcony artist
IKEA has always been the preferred choice for home furnishing, especially for the balcony and outdoor spaces. But with the lockdown in march 2020 and the closure of the store in Sofia, everything has changed. We needed to stay home to protect ourselves and our loved ones. People began to feel anxious, stressed and depressed. We needed to stay safe, but also to be sane.
That is why we in Paragraph 42, a preferred partner of Ketchum in Bulgaria, together with The Smarts agency, both in a communication group, managed to create a real-time and innovative campaign on the online space for an extremely short time and with a limited budget. Together we organized a “prison break” on the balcony – the only place where people can really be outside.
So that the balconies can become the new streets, where everyone could do what they love. To be outside without leaving home. To show talent and inspiration. And despite the challenges, our main goal was to engage consumers emotionally, showing them how with a little help from IKEA, anyone can turn his balcony into a stage – and for that reason, we created special landing page. By this campaign we positioned the new spring collection of the brand, with variety of products for organizing the outdoor space.
We have strengthened communication in digital channels and expanded the reach of the audience thanks to media and influencers. The results were exceptional – the campaign had been appreciated on a world level and we got into Ads of the world.