2012 Results

CAT 28 - Public Relations (PR)


Forsman & Bodenfors (SWEDEN)

IKEA, "UPPLEVA"28-03465-PR

Agency (city): Forsman & Bodenfors

Copywriter(s): Johan Holmström

Art Director(s): Agnes Stenberg-Schentz, Jeremy Phang, Silla Levin

Production Company (& City): Acne Production (Stockholm)

Agency Producer(s): Alexander Blidner

Designer: Ellinor Bjarnolf

Account Supervisor: Maria Bergkvist

Account Manager: Helena Lignell

Planner: Tobias Nordström

Pr: Lina Thomsgård

Director (Acne Production): Marcus Svanberg

Producer: Pål Åsberg/Christian Rehnfors

Post Production: Swiss

Music: Music Super Circus

Short explanation

This year, IKEA introduced UPPLEVA, a completely new product range that integrates a smart-TV and sound system with furniture; bringing order, beauty and functionality to living rooms all over the world.
Entering a completely new business area is something IKEA doesn’t do very often, making the launch all the more important. The challenge was to present this unique piece of news in a way that would create both global media exposure for the launch, and massive public interest.
The situation demanded it, as the product would at first be available in five European cities only – Stockholm, Paris, Gdansk, Berlin, and Milan – while we anticipated that interest in this product would stretch far beyond these lucky five. IKEA wanted the news to create interest with world-wide media, but also bring their idea directly to consumers. Everywhere at once.