We created an app on campaign site where children could unleash their imagination and do whatever they want with outdoor campaign for IKEA.

We collected lots of drawings made by real kids all over Russia.

The drawings that got the most likes became a real outdoor campaign.

Everybody could see posters on the streets in many Russian cities.

Results:

- 30 thousand people, including 10 thousand kids visited the event in MUSEON

- Over 80,000 people visited the web site, time spent on website - 4 minutes.

- Over 500,000 people viewed the TV commercial on YouTube

Launch campaign enjoyed vast coverage in leading Russian media:

- AVE (advertising value equivalent): 13,187 304 RUR

- PR Value (AVE*4): 52,749 216 RUR

- SALES went up by 23%