The idea was to force photographers to focus carefully when snapping a picture. So we did what every photographer is afraid of, we limited the number of photos to take to 1. No filters, no editing afterwards, just 1 click or "Klikk" and the photo gets submitted. This way we made the photographers focus on every aspect of taking the picture, composition, light, timing, ... Just like how professional photographers did for tens of years.

IKEA Belgium made a mobile app named "Klikk" which would only let you snap 1 picture. You get the liberty to shoot on whichever subject you prefer as there is no briefing or set of rules, except you can only take 1 picture.

The mobile app also gives you the possibility to discover other entries before or after submitting your piece of art, to get you inspired, or to make you think about your next photograph.

We educated 4.897 people to the real art of photography (Those people have spent near to 3 qualitative minutes getting informed on the subject by checking out the app’s on boarding & most importantly the IKEA ART Collection).

210+ mentions in both specialised photography media (e.g. Popular Photography: 640.000 FB fans) and general press (e.g. Le Soir) leading to a global reach of 155m.

But most importantly we raised the question on social media where the subject was generously discussed (engagement of 3,5k) and on France’s/Belgium's most important morning show, TELEMATIN (approximative audience of 1.2m).

APP - PARTICIPATION

• 1011 photos taken

• Users (people that downloaded the app) : 4897

• Sessions : 7.976

• Avg time spent on app (in minutes) : 02:44

SOCIAL/DIGITAL MEDIA ANALYTICS & MONITORING

• Mentions : 215 (articles, posts, …)

• Engagement : 3.5k (likes, shares etc.)

• Potential Reach : 155.7m