CASE STUDY

60 MINUTE MAKEOVER - ITV1

THE CHALLENGE - PRODUCTS WITHOUT BRANDING

IKEA contracted 1st Place to have their kitchens seen in TV programmes popular with their core customer,
Housewives with families.

As an unbranded product, it would be necessary to associate each kitchen appearance with an on-screen identifier, verbal mention or programme website button in the shape of the IKEA logo linking through to the IKEA website for more information and online orders.

THE RESULTS

These are just two examples:

Popular family viewing, DIY SOS transformed a family’s home with a new fitted kitchen supplied by IKEA. The step by step installation leading up to a overjoyed family reaction was seen by 6.2 million viewers on BBC1 peak time.

The click through from the DIY SOS website to IKEA’s internet site received 60,500 hits immediately after the show finished at 9:00pm.

Appealing to Housewives, IKEA kitchens worth £5000 were the Grand Prize over three days on popular ITV programmes Daily Cooks and Saturday Cooks. A 15 second TV commercial for IKEA played inside the show during the prize announcements.

The exposure for the IKEA brand name on screen, verbal mentions and bespoke commercial showing the product to 3 million viewers was valued at £175,000 on day part TV. The shows had 16% of the total TV audience share for Housewives and 14% share ABC1ADs.

The ITV Cooks website headlined IKEA for an entire week and featured a click through link. The WIN AN IKEA KITCHEN competition received 45,000 entries.