Each room designed from a number would also fit into the IKEA design concept as a functional living space, be it the bedroom, children’s room, kitchen or living room. It was also home to over 50 live-streamed events that showcased the functionality of the room. These were designed to create moments that could be inspired by the catalogue's new furniture, making the event a live demonstration of the new furniture.

We also turned IKEA's Facebook page into an interactive TV channel as people could watch all the events live, sign-up to follow coming events, and decide when to go down to the store to watch.

The campaign was a huge success, generating over 20,000 new Facebook fans, 35,000 new stories about IKEA and reaching over 3.7 million via social media.