CAMPAIGN: IKEA’s ‘flat-pack’ home given licensing boost

Live Smart @ Home – the commercial arm of affordable housing provider, Home – has the exclusive licence to build BoKlok/IKEA properties in the UK and is preparing to sell homes on the first-ever ‘flat-pack’ housing development at Gateshead.

Campaign Launch of BoKlok/IKEA ‘flat-pack’ homes
Client Home
PR Team Home’s in-house PR team
Timescale September–October 2007
Budget Approx £500 for PR costs

Objectives
To boost knowledge among the target market of people living locally on inc­omes of between £15,000 and £35,000 a year at an event held at the IKEA store in Gateshead. To boost the profile of the BoKlok concept of aff­ordable housing to the national, regional and trade media.

Strategy and plan
Led by head of PR and comms Neil Shaefer, Home’s in-house PR team launched a newsroom section on the Live Smart @ Home website, which gave journalists access to high-resolution images and broadcast quality footage, including artists’ impressions and pre-recorded interviews with key personnel.

The media were then invited to IKEA on the first morning of the two-day sales event to speak to potential buyers and people from Live Smart @ Home and BoKlok/IKEA.

Measurement and evaluation
Live event coverage included BBC Breakfast News, the Today programme and BBC Radio 5 Live. Journalists from the Financial Times and the Daily Express attended on the day, along with national news agencies, regional newspapers, radio and TV. The following day, there were page leads in the Financial Times, Daily Express, Daily Star, Daily Telegraph and Daily Mail. There was also coverage in dozens of regional and local newspapers and BBC and commercial radio stations.

Results
Media evaluation carried out by Durrants gave an advertising value equivalent of £550,000 for the print coverage, with over £1m of extra coverage in broadcast media. Readership was put at just under 30 million.

Around 1,000 people came to the IKEA store in Gateshead specifically to talk to staff and to take away further information. With only 40 homes being released in the first phase of the development (with prices starting from £99,000), the development was four times over-subscribed.
                            

 

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