Winners & Shortlists

SHOWROOM AT HOME

Silver Eurobest

Case Film

Presentation Board

TitleSHOWROOM AT HOME
BrandIKEA
Product/ServiceIKEA
Category B03. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
Entrant Company McCANN COPENHAGEN, DENMARK
Advertising Agency McCANN COPENHAGEN, DENMARK
Credits
Name Company Position
Linus Karlsson Mccann Worldgroup Founding Partner And Chief Creative Officer
Andreas Dahlqvist Mccann Worldgroup Founding Partner And Chief Creative Officer
Mark Fallows Mccann Worldgroup Strategic Creative Director
Rickard Beskow Mccann Nordic Creative
Eva Wallmark Mccann Nordic Creative
Michal Sitkiewicz Mccann Nordic Creative
Rasmus Keger Mccann Worldgroup Creative
Morten Halvorsen Mccann Worldgroup Creative
Katrine Andersen Mccann Nordic Account Director
Jan Finnesand Mccann Nordic Art Director
Morten Ingemann Mccann Nordic Ceo

Results and Effectiveness

By simply merging an old media with new technology, we gave users a whole new shopping experience. It received a lot of attention in widely spread media and the app got over one million downloads the first week. The traditional catalogue is no longer only a source of inspiration, it’s a helpful tool that let users experience IKEA furniture in their home before they even buy them.

Creative Execution

We merged the traditional media with innovative mobile technology. This way, we gave users a whole new shopping experience. The catalogue became an access point that made it possible to transform the users home into an IKEA showroom. Suddenly, the could look at the products right in front of them. This made buying furniture so much easier as the private home became an IKEA media channel.

Insights, Strategy and the Idea

The IKEA catalogue is an important source of inspiration for the customers and something that drives purchases. The problem has been that users have been forced to leave their home to get the whole picture of the products. This year, we decided to revolutionize the IKEA experience. With the help of the catalogue and mobile technology, we gave all users a chance to create a Showroom at Home. By simply scanning a page with any mobile device, the user can access a room and explore it in a full 360 view. When they find a piece of furniture they like, they can simply bring it out from the page and place it in their home. By using the catalogue as a reference, the furniture will pop up as a real sized 3D model. This makes it easy to see if it’s the right style, color or size.