| Title | SHOWROOM AT HOME |
| Brand | IKEA |
| Product/Service | IKEA |
| Category |
A01. USE OF MOBILE TECHNOLOGY |
|
Entrant Company
|
McCANN COPENHAGEN, DENMARK
|
|
Advertising Agency
|
McCANN COPENHAGEN, DENMARK
|
Credits
| 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 |
Creative Execution
By simply scanning a page with any mobile device, the user can access a room in a full 360 view and explore it as if they were standing in the middle of it. 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.
By using mobile technology, users got a whole new shopping experience. The solution received a lot of attention and the app got over one million downloads the first week. The 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.
BACKGROUND
Last year, the IKEA catalogue got a new digital layer. It gave users a chance to unlock additional content and see more inspiration than ever before.
PROBLEM
To get the whole picture of the furniture people had to visit a store. And once there, it was quite hard to imagine how things would look in their home.
SOLUTION
This year, we decided to revolutionize the IKEA experience. With the help of mobile technology, we manage to transform the catalogue as we gave all users a chance to create a Showroom at Home.