"This is something children can really get stuck into and, by getting their hands dirty planting, growing, pruning and picking, develop a real passion for produce. Let's Grow will get thousands of children out into their school gardens, learning about where good fresh food comes from, how to grow their own and, hopefully, enjoying some tasty fresh fruit and veg as well. What could be better than that?"

Morrisons

"We wanted someone to help us pioneer smart, integrated marketing, and we very much like what we are seeing in a global, local and central level. MEC is a breath of fresh air."

Paramount

"Thanks to the programme delivered by MEC Access, we're in a very strong position to optimize our future Wimbledon campaigns, ensuring our budgets go as far as possible."

Danone Waters, UK


IKEA

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A demonstration of

  • > Active Engagement
  • > Digital/Online
  • > Earned
  • > Entertainment / Content
  • > Owned
  • > Retail

Easy to assemble




We brought IKEA’s quirky positioning to life with an innovative, irreverent web-based series.


The challenge

In the US, furniture store IKEA was concerned that its low-price self-assembly proposition might act as a barrier to some consumers. Our task was to change perceptions about the brand, highlighting the product design strengths to drive deeper brand engagement, particularly with women.

Our insight

Price is not the only motivator for IKEA customers. They also want to engage with a brand that is professional, modern and stylish.

Our solution

We produced Easy to Assemble, a 10-part web-based series, set in an IKEA store and featuring a cast of well-known Hollywood actors including Jeff Goldblum. The series was written by actress/comedienne Illeana Douglas, who also plays the main character. The show has a strong story line that plays against a backdrop of IKEA's quirky culture. The webisodes were released to coincide with IKEA's fall marketing calendar, and were supported with viral content, blogs and other web-based activity.

The results

  • Webisodes attracted 1.2 million views
  • Over 2000 blog mentions

 

 

 
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