The biggest and most important launch for IKEA in 2014: a new and highly flexible kitchen system. The only thing we could reveal was the name: METOD

But how could we promote the modular dream kitchen with its endless possibilities while we were not allowed to show it?

To build up the tension for the launch and showcase the endless possibilities, we turned to children. The idea behind this: if IKEA can build a kitchen to a child’s imagination, we can build a kitchen to everyone’s imagination.

Via Facebook we asked kids to draw the most crazy, coolest kitchen they could possibly imagine. IKEA promised to actually build the coolest design.

Every documentary further built up the tension, while communicating the USP’s of the new METOD kitchen system in an IKEA way. The reveal was the subject of the final documentary.

IKEA held its promise and built a pirate boat kitchen with a span of 7 meters. Making it a true attention grabber offline and online.

The final documentary on the project had 7 times more comments, 30 times higher audience ratings and likes and got shared 50 times more than the IKEA social media benchmark.

The METOD launch reached 2.3 million Belgians. That is 70% of the 25-55 Belgian people on Facebook.

Because of the excitement that was built up, the IKEA Belgium Facebook page was -on the 31st of may- the best performing IKEA Facebook page in the world.

We didn’t only get Belgium’s attention; we also got them to buy kitchens. IKEA sold on average 10% more kitchens per day.

Even with only half the stores, IKEA Belgium sold 10% more kitchens than IKEA Netherlands.

Belgium is now number 10 in the world of total IKEA kitchen sales. IKEA Belgium is number 2 in the world of average kitchens sold per day / per store