Ikea kitchens by the meter

 
Einrichtungen Unikat launches a kitchen campaign for Ikea and presents the longest kitchen in the world. 
The campaign was impossible to miss. From Thursday to Saturday last week, commuters in Zurich's station concourse were amazed for the second time by a sensational installation by Ikea. After the event with the curtains hanging from the ceiling, this time Ikea presented what is probably the longest kitchen in the world. This was set up by the communications agency Unikat in Küsnacht together with the event specialist Spool. The aim was to communicate not only the quality and service, but also the broad spectrum of Ikea's kitchen range in a variety of ways.
Ikea and its marketing manager Carlos Friedrich can easily prove that Ikea kitchens are of exceptionally high quality: All kitchens are guaranteed for 25 years. But the creatives around CD Daniel Meier and Managing Director Jan Maurer from Unikat wanted to demonstrate with this record-breaking idea that the selection of colors and materials, cabinets and interior fittings, kitchen aids and electrical appliances is also comprehensive.
22 kitchen units - lined up in a column - formed an exhibition with a total length of 50 meters. The spectacle was opened with mobile kitchens throughout the station. On Thursday, February 7, the length of the kitchen line suddenly grew to 100 meters as if by magic. For this purpose, 132 sandwich panels were covered with lots of forex as kitchen elements, resulting in 30 additional mobile kitchen modules. After this temporary extension of the exhibition, the living modules swarmed out to Zurich, Lucerne, Winterthur, Rapperswil and Baden to spread the word about the Ikea kitchen exhibition at Zurich main station and in the furniture stores.
However, these events only formed part of Unikat's new kitchen campaign for Ikea. In the run-up to the major campaign, a large print campaign was used, ranging from double-page spreads to eye-catching small advertisements in the real estate section of newspapers. A humorous TV commercial focuses on the 25-year quality of Ikea kitchens with a son who obviously doesn't want to do without his mother's kitchen even at the age of 25. Ikea cannot guarantee that the son will become independent one day. But the quality of the kitchen can easily be guaranteed for so long. This commercial was realized by Wirz & Fraefel.
Andreas Panzeri