IKEA x “VITÓRIA”

IKEA became an integral part of the novela “Vitória” through the creation of a set entirely designed by the brand: Mafalda and Pedro’s kitchen, a central setting where much of the characters’ story unfolds. Carefully designed down to the smallest detail, the space showcases IKEA’s distinctive functionality, versatility and design, becoming a natural part of the story.

Beyond the creation of the set, the integration extended to several moments throughout the novela. Three scenes were filmed directly at the IKEA store in Loures, further reinforcing the authenticity of the partnership. The brand also featured in 13 active scenes, involving product interaction and verbal references, as well as 10 passive scenes highlighting the practical use of various kitchen products in the characters’ everyday lives.

IKEA’s presence was further complemented by 20 stock shots throughout the novela, reinforcing the brand’s visual universe. The activation also included a feature for the programme “E-Especial”, filmed during the studio shoot and offering viewers a behind-the-scenes look. At the same time, a sponsored article was published on the SIC website to officially announce the partnership between IKEA and the channel.

On social media, the integration took shape through three bespoke Reels on SIC’s Instagram, featuring the actors and focusing on real-life experiences with the products while extending the novela’s storytelling beyond the screen.

INCLUSION INTO THE NOVELA

E-ESPECIAL

SOCIAL MEDIA