The campaign was launched with the interactive film, driving traffic via banner ads on IKEA´s homepage.
Then we took out one single "rabbit hole", and launched it as a web-tv commercial along with film trailers. Banner ads with scenes from the story, and a clear call to action, was launched on several online newspapers.
A version of the film was tailored for youtube, taking viewers to the digital experience. When the campaign was up and running, we started spreading content from the film in social media, focusing on relevant products. Currently, we´re implementing new rabbit holes for viewers to discover.
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%.
IKEA´s task was to focus on this year´s theme, bed- and bathroom. These rooms are low on our priority list. We prefer to spend money on social rooms where we spend more time together, like the living room and the kitchen.
To make people discover IKEA´s bed- and bathroom range, we crafted the IKEA catalogue into an interactive film that expands as if it was designed by IKEA itself. It´s the first IKEA Catalogue that can be explored through a story.
The film stars a Scandinavian family and their archetypal morning routine. The element of surprise lies in the hidden layer of extra content, which allows viewers to divert from the main storyline at any point during the film to experience more of the product range, lot´s of "rabbit holes" based on the moment where you stop. You can also highlight and buy all the products from the range.