- situation

Sanremo Festival: Italy's Super Bowl, a week-long extravaganza of music and entertainment spanning 73 editions.

A cultural phenomenon uniting generations, evoking passion and conversation.

Amidst the buzz, how does one stand out in the crowd?

- brief

Ghali, a standout star amidst Sanremo's constellation, caught brand's attention.

His performance embodied creativity, empathy, inclusion and style—a perfect match for brand's values.

The challenge: How to authentically integrate the artist's narrative into the brand story?

- objectives

Enhancing the authentic connection between talent and brand, co-creating a project that celebrates the uniqueness of the artist and the brand essence.

Creating a perfect fit, where one does not overpower the other, generating unforgettable moments, conversations and content.

What's more important than "feeling at home"?

Casa Ghali was a physical space where the brand and the artist came together to create an environment that fully support self expression and wellbeing.

Casa Ghali transcended physical boundaries, bringing the brand storytelling to life in a unique, authentic, emotional way, perfectly embedded in the cultural context.

Daily activities were showcased across the brand's social channels, complemented by a snackable content ecosystem spanning Instagram, TikTok, YouTube, Twitch, Facebook, and LinkedIn.

It became Ghali's sanctuary in Sanremo—a place to retreat, prepare, welcome friends, creators, press, or simply unwind.

A physical and digital tale of the home as a microcosm reflecting the artist's eclectic personality together with the brand’s values and demonstrating how the synergy between different worlds, design and music, can inspire and amaze.

The numbers speak volumes: with an audience share exceeding 75%, the Sanremo Festival reigns as Italy's media juggernaut.

But the festival's impact extends far beyond television screens: conversations buzz, fostering FOMO and igniting new trends.

But how to stand out in a sea of noise without getting lost in the shuffle?

Being native, by linking to a talent that bridges context and brand.

Enter Ghali: with 47 platinum and 18 gold records, he blends genres, cultures and languages.

Over 3M followers on IG particularly resonating with IKEA's key demographic: 18-34 yo.

He perfectly embodies IKEA's new positioning: Home can do it. And the song "Casa Mia" strikes a chord with the brand's core vision: celebrating the home as a playground for self-expression.

In a scenario where winning the user's attention is the ultimate challenge, the strategic solution is tapping into people's passions, entertaining them, humanizing the brand and fostering connection.

From February 4 to 10, 2024, Casa Ghali was the artist's refuge during the Sanremo Festival - a place in the city of Sanremo where he could feel at home even during Italy's most important and competitive music competition. But that's not all, the location has been a social content hub where influencers, digital creators and journalists discussed the common values between Ghali, his song at the Festival and IKEA: diversity, positive change and welcoming. The result has been a multi-channel live storytelling through videos and photos.

Both online and offline, Casa Ghali was definitely the 'place to be' in Sanremo and its echo was powerful, yielding incredible results.

Focusing on social media, our Gross Reach exceeded 20.5 million, with a myriad of content generated by the brand, talent, and influencers involved: a staggering 235 pieces, complemented by countless UGC posts from our audience.

Video views soared past 10 million and brand content interactions exceeded 700,000, including Influencer channels.

PR results: Gross Reach +47M, +100 influencers & Journalists involved.

Live Performance results: +2M views and 160k interactions in 24 hours.