| Title | SHOWROOM AT HOME |
| Brand | IKEA |
| Product/Service | IKEA |
| Category |
A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN |
|
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 |
The Brief
The IKEA catalogue is a yearly publication that has been around for more than 50 years. The truth is that it almost has looked and worked the same way the whole time. Our brief was to develop the catalogue and make it more relevant for the customers.
The target audience was both new and existing customers. So we decided to use the catalogue to bring the users closer to the brand and the products. Instead of just being a source of inspiration, we turned the catalogue into a useful tool.
Describe how the promotion developed from concept to implementation
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 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
The solution gave users a whole new shopping experience. IKEA got to promote their product in a new way, as every user’s home was turned into an IKEA showroom. It received a lot of attention in widely spread media 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.
Explain why the method of promotion was most relevant to the product or service
Users usually had to visit the store to see and try IKEA's products. With this new solution, it wasn't required. Suddenly user could see if it was the right color, size and style without leaving their home. This brought the customer closer to the brand and the products.