A funny scavenger hunt inside the store, based on the pillar concept: Home is not only a place where to live, it is the place where our passions and manias are free to be.

Technologically powered by the device everyone has in his pocket, a mobile.

Game dynamics

4 psychological profiles with 12 products associated (each)

1. Serenely Confused

2. Dangerously Tidy

3. Objectively Optimistic

4. Tenaciously Green

Every player has to find 3 products to have the chance to instantly win free vouchers from 20 to 500euros, just following the proximity indications given by the app.

880 different paths of play randomically generated by the app (220 for each profile).

After every product found there is a short ‘consolatory’ movie-clip dedicated to the association of attitude and furniture.

To win a travel to Sweden in a final prize competition is the conclusive part of the game

Communication:

Identification and naming of the psychological profiles

Contents, production, web design and development for:?

Test, Daily-Pills, 48 short-movies, Landing-page, Tutorial-video

Social-contents

Instore material

Gamification?

- Game concept/playing definition

- Devices HD/SW selection

- Identification of 48 products for the game considering their relevance for the psychological profile, presence in store and their location in the showroom area.

- 21 game-fields creation with homogeneous distances between beacons.

- UX, UI and App development

- App main functions:

> identification and alerting beacon proximity/presence

> inter-connection with server-side software for winnings managing

> users registration

> additional contents: screensavers/tutorial/movies/pills

Development of the software server-side to manage:

> mapping of the beacon/products association for each shop

> instant winnings managing + extraction algorithm

> registrations database

> global-local game statistics managing

Logistic

‘Service App’ development needed to match products with beacons, training for technicians designated to install in every shop

Desk outfitting.

Web Landing Page results:

234.868 Unique visitors

303.767 Visits

54.32% New Engagements Visits

"New Engagements" refers to new visits or is a visit made by a visitor that has not been on ikea.it in the past 30 days.

App downloads results:

APP Download: 80.714

vs 3,3% median and 14.9% best landing page conversion rate in Home improvement Industry (Source: UNBOUNCE 2017)

We started to cover the event more than two weeks before 2-4/6 event. Social media activated: Facebook, Twitter, Instagram.

The main message was app download and visit the store.

Social Media Overall:

1m People Reached

8k Reactions

16k Click Generated

225k Views Generated

Results digital interaction:

On Digital 356K users clicked on display creative vs 210k estimated,

On Social 10 500 users who clicked on the social campaign, 4400 came in store during the event. CTR 0,26% vs 0,6% (benchmark Villesse FIERA DEL COLORE campaign)