| Title | IKEA HEJ |
| Brand | IKEA GERMANY |
| Product/Service | HOME INTERIOR SOLUTIONS & FURNITURE |
| Category |
F03. USE OF CO-CREATION & USER GENERATED CONTENT |
|
Entrant Company
|
RAZORFISH Frankfurt, GERMANY
|
|
Advertising Agency
|
RAZORFISH Frankfurt, GERMANY
|
Credits
| Alina Huecklecamp |
Razorfish |
Chief Strategy/Innovation Officer |
| Preethi Mariappan |
Razorfish |
Executive Creative Director |
| Daniel Lichtmess |
Razorfish |
Art Director |
| Leonore Von Kalkreuth |
Razorfish |
Art Director |
| Thorsten Diegel |
Razorfish |
Technical Director |
| Anna Kim |
Razorfish |
Information Architect |
| Andreas Schmidl |
|
Creative Director |
| Michael Weber |
|
Account Director |
Creative Execution
IKEA presents hej.de – the first social influencer platform that transforms democratic design into social commerce. Fans, bloggers and IKEA experts collaboratively publish their inspiration and articles within the daily magazine format. A best-of selection is curated and published in co-junction with IKEA live magazine. Fans with specific interior challenges are invited to hej LAB, a loft apartment in Frankfurt, to co-create individual IKEA solutions.
By tagging IKEA products within their stories, fans can discover multiple ways how to combine their favourite furniture. A sneak-peak into real homes, cross-featured on IKEA.de. Social commerce powered by the user.
Every year there is one IKEA catalogue. Yet, inspiration is limited to 300 pages. What if we added a new page everyday? And showcased the products in more than one context. Styled, redecorated and combined by IKEA fans for IKEA fans. Real people, real homes, real dialogue. Time to socialize the IKEA catalogue.