2013 Silver Best use of Film and/or Audio

Client IKEA

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

What details of the strategy make this a winning entry? 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. 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, we 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 maximising 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 nosy 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 82% of the 285,000 unique online home visitors explored 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 the campaign generated 5.8% more additional sales than previous campaigns. 7,500 extra IKEA FAMILY members came into the store. And every time they spent, it was 4% more than the control group of uncontacted members.