Russians don’t change the interior of their homes for years, because they are scared that this complicated process would take a lot of energy and, most importantly, time. However, in reality it's not as difficult as it seems. We had set 2 main objectives for our campaign: first of all we wanted to show our target audience that with IKEA an interior can be changed very easily, without any specific efforts. Second, we aimed to show that with IKEA an interior can be changed very quickly, just in a few minutes.

In order to demonstrate IKEA solutions we chose such a common and familiar space as a city park and transformed it into an absolutely unexpected location for a park space – a large comfortable “apartment” with lots of rooms and attributes of a home interior. We changed a few interior spaces all at once and transformed them in just 3 minutes by only applying different colour and textile solutions.

Audience of actual publications: 41 427 887

AVE: 10 018 654 RUR

PR value: 40 074 616 RUR

Number of publications: 417 + 4 TV reports

1 000 000 contacts (people who saw the decorated look of the Park entrance)

450 000 people visited the event in Gorky Park

10000 people watched live broadcast of the event

5400 catalogues have been distributed within the 3 days of work

Around 3000 new members of the IKEA FAMILY who registered on the event

Around 2000 people took pictures for a cover of a new catalogue

To change the mood in just 3 minutes? To repaint the colours into bright ones right in front of your eyes? To do it in a free, easy and creative way without too much of an effort? IKEA does it. So did we. We managed to change the whole look of the park in just 3 minutes right in front of the viewers. Russians could find the options of these solutions in a new catalogue IKEA 2013, add them to their home interiors and give a new life to their homes in a fast and easy way.