2013 Gold Best Digital Destination

Client IKEA

Other Contributors YellowBird Production – Production company

How did the campaign make a difference? IKEA leads the market in affordable, flat-pack furniture, but isn't recognised for its home furnishing expertise. By showing customers how to find space for all their stuff, this campaign welcomed 285,000 unique visitors, with over 82% having a nose around two or more rooms. This led to 5.8% higher additional sales than previous campaigns.

What details of the strategy make this a winning entry? IKEA aims to offer a better everyday life for the many. So with homes in Britain being officially the pokiest in Europe, the strategy was to show that IKEA has the expertise and product solutions for small-space living. IKEA has a range of multi-functional space-saving solutions, and the campaign showed this in a way that was relevant to IKEA FAMILY members and all UK customers, demonstrating IKEA's clever, multi-functional, small-space solutions in a way that was engaging and made sense. Having a range of solutions all under one roof made it easy for customers to find what they needed. They could use the tool across desktop and mobile devices. By showing consumers the clever thinking behind IKEA products, the campaign also got them thinking about the depth of IKEA's offering. Small prices. Big ideas.

How did creativity bring the strategy to life? Whether you have a little or a lot of space, you can always do with more. Well, there are ways of cheating the space you have. IKEA is known for its affordable furniture and cool Scandinavian style. But not enough people know that the brand represents interiors expertise. What do consumers need? Ideas and inspiration. An immersive digital destination let them have a nose around loads of clever products and solutions all under one roof. They could follow the narrator as she shared the clever thinking behind the spaces. Or they could explore wherever they wanted, thanks to the 360° surround-video format. They could click on hotspots to open up relevant content, from tips and inspiration to product solutions. Linking content to the commercial site completed the user journey and maximised online and in-store visits.

Results Engaging the 285,000 unique visitors to the online home led to 82% exploring two or more rooms. They clicked through to an average of 1.5 hotspots that unlocked more products and ideas. Nearly a third spent over 10 minutes exploring a room and interacting with hot spots. Inviting IKEA FAMILY members into the flat prompted them to spend more: in total, 5.8% more additional sales than previous campaigns. An extra 7,500 IKEA FAMILY members came into the store. And every time they spent, it was 4% more than the control group of uncontacted members.