IKEA ‘Spot the IKEA’ CAMPAIGN

Once people got past the age of 30 they stopped seeing IKEA as their only option for furniture. As they increased their salary, they also increased their desire for more expensive furniture.

Though this is quite natural, we wanted to remind customers that good design doesnt have to be expensive. We also wanted to remind them that a home doesnt have to be designed in top to toe IKEA and that there were many IKEA pieces that could still fit into their evolving home decor.

So this magazine campaign changes the perception that their furniture has no place in a mature, tasteful home. And we gamified it just to prove they couldn’t always tell what was IKEA and what wasn’t.

As part of this campaign I came up with the creative envelope that led to a 10 year campaign for IKEA radio using Jonas, an LA based Swedish VO. He became better known in Canada than Sweden. And also helped us do 100’s of sales driving radio ads, and a few awards like Gold in Cannes.
 

IMPACT
Gold at Cannes
Gold at The Cassies
Applied Arts Annual
Bronze, Marketing Awards
Leurzer’s Archives
Communication Arts Annual