Situation- IKEA has a range of organising products that have gained popularity across the globe owing to their organising functionalities. However, being a new entrant in the Indian market, the brand is still in the early stages of establishing product awareness. Moreover, being part of a saturated market where people are paying less and less attention to ads, IKEA had to find a clutter-breaking way to advertise its products.

Brief- To make IKEA's organising solutions relevant in the lives of 1.4 Billion Indians.

Objectives- Establish IKEA as the go-to brand for organising solutions in physical and digital spaces.

IKEA is known for organising every space possible, be it bathrooms, kitchens, bedrooms, or even outdoor spaces. But there’s one space that we’ve missed, one that has everyone’s attention…their desktops or to be exact, their home screens.

So, we decided to organise this space as well with specially curated wallpapers featuring our best organising products, while creating a new ad space for IKEA.

Target audience- 30- 40-year-old working professionals, entrepreneurs, and businesspeople.

Grabbing eyeballs with ads has become difficult for brands. Although they spend big bucks, they get only seconds of views. So, we decided to come up with a campaign that didn’t use the regular ad spaces but instead created a new ad space. IKEA, strategically created wallpapers that contained its products to virtually demonstrate their organising capabilities and in effect, drive people to the point of purchase.

• Implementation -

We created wallpapers with our best organisers that organised thousands of home screens, creating a new ad space for IKEA.

• Placement- Desktop screens, webpage, and social media platforms like Twitter, Instagram, Facebook

• Scale- 50+ wallpapers created, that reached 1 million desktops.

• Brand relevance- 20% increase in recall

• Touch points- Desktops across India, social media platforms like Twitter, Instagram, and Facebook.

• Materials, style elements, design choices-

Our wallpapers featured IKEA’s best organising products against minimal backgrounds. The simplicity of the wallpapers brought out the aesthetics of the products while providing a clean look to people’s wallpapers. They also featured the renowned IKEA price tag to ensure maximum recall of the products. We touched up the wallpapers with tiny details like plants, clothes, accessories, etc. to give them a natural look.

We also created a webpage for people to download the wallpapers from, all of which were accompanied by individual contextual descriptions. All 50 of the wallpapers were accessible through this webpage.

• Methods and process- The products were shot against minimal backgrounds, touched up and uploaded on a webpage for people to download.

• Timeline- 15th September, 2023- Present

Value added to brand - 20% increase in recall

• Value for consumer - Desktop Ads organised desktop screens across India.

• Reach / cultural impact - 25K+ downloads

• Brand perception- 3.5% increase in brand desire

• Sales- 23% overall increase in the month following the launch

• Achievement against brief- Successfully launched IKEA's organising range of solution and created a new ad space

• Other KPIs- Creation of the world's longest-viewed ad space. 2hr/day Average view time on our ads