IKEA is known for its furnishing inspirations and gallery-style display, showcasing the products in a realistic setting, brings an element of imagination into shopping experience. However, enhancing quality perception is a huge challenge for a stereotype of low-price and fast furniture image, and this is also the critical mission to upend consumers' bias of IKEA in 2019.

A recent report pointed out that physical experience is the major reason of why consumers concerned about durability of IKEA products. People used to do searches for what they wanted to buy before they went to store but there were many negative online reviews and comments which have a serious impact on IKEA businesses. This lead consumers to think all IKEA products are good for decoration only.

We needed to completely upend their expectations and create a unique brand immersive experience that IKEA can offer everyone a reliable and personalized solution to build a dream room by different living situations.

The design of 9 different rooms were come from social listening and past actual sales data - "Just married, empowering women, freshman, happy family, sophisticated collector, same-sex couple, caring pet owner, stylish men" -to demonstrate in whatever different living environments, all with a single visit to IKEA.

The strategy had three pillars:

First, we targeted all kinds of families to experience our room solutions and provide them with more inspiration in their real life. So, we designed a series of experiential activities by cooperating with an existing hotel to renovate their rooms with our wide range of products and holding consumer event at IKEA hotel for 3 months.

Second, using consumers' signals appearing from their daily life and dynamic creatives, we created unique recommendations for IKEA solutions for every family with a link to register online for the free sleepover and interactive events.

Finally, this event was filmed as a documentary video and exposed on Youtube and Facebook, so we could amplify it to all people in Taiwan.

1. For creating an in-depth experience of IKEA products to feel product quality firsthand, Starcom cooperated with YOMI hotel and developed 9 rooms with different lifestyles and all used IKEA products in rooms’ constructions.

2. Later, we launched the first IKEA Pop-up hotel in Asia by providing sleepover activities for consumers to sign up for one free night sleep and designing experiential games for each room to make visitors better understand/experience the comfort and room solutions during the visiting journey.

3. For strengthening influence of this campaign, we also invited celebrities and lots of famous Youtubers as our curators to provided creative ideas for personalized room and leveraged their powers to enlarge our media exposure everywhere.

The campaign became the most engaged campaign in 2019, with +306% engagement and +209% reach than average. We generated 54M PR value with 431 news reports and more than 1,300 online discussions just in 7 days. Our documentary video was with VTR significant +30% higher than average, at the same time, our DCO campaign presenting tailor-made messages generated twice higher click through efficiency with CPC 41% lower than market average. 40% of total accommodations who further purchase at IKEA stores after their stay at IKEA pop-up hotel. Most importantly, this led to a 10%+ visitation and received a 78%+ increased on quality perception.