DIY Dining Club
Creating DIY Dining Clubs to show off IKEA's kitchens.
The brief
Show how, with IKEA, "you can make more than just food" when you cook and eat together.
The strategy
Start with two insights: that IKEA is about a "do it yourself" attitude, and that people don't have the space or time to get together to cook and eat.
The idea
The DIY Restaurant — the world's first restaurant where diners also cook and eat their food together, in an IKEA space.
The results
Over 5,000 bookings for the DIY Restaurant experience, and over 50,000 visitors to the accompanying meatball restaurant and IKEA retail space. Over 350 pieces of coverage. 33% of Londoners said they were aware of the IKEA DIY Dining experience, rising to over 60% within the core audience. Over 65% of those aware said they'd be more likely to consider IKEA for dining and kitchen purchases.
Credits
Client: IKEA
Agency: Hope and Glory