Winners & Shortlists


Bronze Eurobest

Case Film

Presentation Board

Product/ServiceIKEA BED & BATHROOM
Category C02. MICROSITE
Entrant Company SMFB Oslo, NORWAY
Advertising Agency SMFB Oslo, NORWAY
Media Agency MEDIACOM Oslo, NORWAY
Production Company MEDIAMONKS Hilversum, THE NETHERLANDS
Name Company Position
Alexander Gjersoe Smfb Creative Director
Hans Magne Ekre Smb Creative Director
André Koot Smfb Creative Director
Hans Martin Rønneseth Smfb Creative Director
Mari Engen Smfb Account Manager
Kristian Kristiansen Smfb Account Director
Christoffer Lorang Dahl Smfb Web Director
Nicklas Hellborg Smfb Designer
Stina Norgren Smfb Designer
Arnar Halldorsson Smfb Motion Graphic Artist
Tom Rijpert Mediamonks Film Director
Jeroen Van Der Meer Mediamonks Interactive Director
Joris Pol Mediamonks Executive Producer
Noor Van Geloven Mediamonks Executive Producer
Robbie Van Brussel Mediamonks Director Of Photography
Mediamonks Mediamonks Digital Production
Mediamonks Film Mediamonks Film Film Production
Mediamonks Film Mediamonks Film Film Postproduction/Animation
SMFB ENGINE Additional company
SMFB Factory Additional company

Creative Execution

The campaign launched with driving traffic via banner ads on IKEA´s homepage. Then a "rabbit hole" was launched as a TVC on major TV-channels and web-TV. Then banner ads on online newspapers. A version of the film and trailers were tailored for Youtube, taking viewers to the experience. We then spread content from the film in social media, focusing on relevant products. If the PAX was on sale, we would push the PAX-rabbit hole etc. In a phase 2 new rabbit holes were implemented, which is also the plan for later phases, filling IKEA´s commercial calendar for a whole year.

The campaign is ongoing, and has not yet been fully evaluated. However, just a few weeks in we had registered over 100.000 unique users (Norway has a population of 5 million). Total bed- and bathroom sales had increased by 12%. That is a quite remarkable figure for the following reason: IKEA is the outstanding market leader in furniture retail in Norway, with a share of 46%, and a 30% lead on the first runner up competitor. Pushing them another 12% means that this campaign has already achieved its goal of bringing bed- and bathroom more top of both mind and wallet in Norway. Store visits had increased by a record breaking 7%. Visits to Ikea’s homepage increased by 36% and visits to the bed- and bathroom department page increased by 54%.

To launch the new IKEA product season, focusing on the bed- and bathroom range, we developed a fully integrated campaign that celebrates the start of the day. The campaign centers around an interactive video, which is actually the very first IKEA-catalogue to be explored as a film. In the film we follow a young Scandinavian family's morning routine, but there is more to it. Because whenever you pause the film, you can interact with the story, unlock hidden content, have a closer look at the whole new range of IKEA´s bed- and bathroom products, and even buy them. We made movie trailers and banner ads promoting the experience, and also spread the numerous "rabbit holes" as content in other media channels, as well as social media. For instance, a hidden film-sequence in the interactive experience would function as the campaign's TVC, showing on all major TV-channels during the campaign period.