We turned the nursing home into santa's residence.

We invited children from the MEGA (IKEA Centre in Russia) into our special santa's residence.

Children were told that this place is home for retired Santa Claus. According to the legend, women in the house are wives of Santas who usually work hard but stay in the background of their husbands. They rest here, read children’s letters and prepare gifts for them.

We wanted children to believe in miracle and the old people to feel the miracle happen

MEGA placed information about the initiative.

Every child who wanted to visit magical place had to write a letter to Santa Claus.

The house was decorated not only inside, but outside too.

The courtyard of this houses’ compound were decorated with garlands, big presents, carousels and sleighs. The path to the house was decorated with red lights. All the stuff in nursing home was dressed as Christmas elves.

Animators were dressed the same way. They were entertaining children, telling them the legend and helping them to believe in the miracle. All participants of the event got presents from IKEA.

In December 2016 this action was held in one nursing house of one city.

In December 2017 this action is going to be held in more than 20 cities of Russia.

Only one nursing house – more than 20 million of media-impressions.

MEGA (IKEA Centre in Russia) placed information about the action.

A huge number of applications were received.

By this project we called people to remember their loved ones and to greet them.

Loyalty of the customers was increased.

More than 10 000 reviews and comments on social media.

During the Christmas holidays, traffic in the shopping center increased by 10% compared to the previous year.

In December 2017, this action is going to be held throughout the territory of the presence in Russia.

This is non product-based social responsibility campaign aimed to address social issue in order to improve brand's reputation.

We turned the nursing home into santa's residence and generated interaction between children and adult people on the Christmas Eve.

We created a Christmas miracle for people who are in need for it.

MEGA (IKEA Centre in Russia) is a family shopping center.

Company’s target audience – visitors of MEGA/IKEA, young families.

That’s why we decided to launch targeted initiative that will keep cultivating fundamental family values.

Something bright and magical – the best we could create on Christmas Eve for MEGA/IKEA Shopping Center.

IKEA Centres is a social responsibility organization.

And we decided to bring something special to life of Russian people on the Christmas Eve.

Christmas eve is family time and every child is waiting for christmas miracle.

We decided to bring the miracle to those who are really in need for it.

Most of old people in nursing homes in Russia have no visitors at all on the christmas eve. And this fact became our main objective.