IKEA wanted to increase hits to its online store with a very offline medium: radio.

The IKEA Radio Hits. Quirky radio ads that appealed to listeners nosiness and made them google the keywords "IKEA, decor & new".

We all know that people are curious creatures especially when it comes to naughty content. We decided to play with that truth. In our radio ad, we merely suggested that if people happened to google the keywords `IKEA, decor and new´ they would come upon a picture of, for example, a `real animal in the bed´. Of course, people couldn’t resist. This smart cross medial approach worked as follows: before the radio ads went on air, IKEA bought the first google hit result for the keywords "IKEA, decor & new" and placed their disguised product links right there. After one click the users ended up on IKEA's online shop. Curiosity may have killed the cat, but it certainly didn't kill sales.

The result:

Over 100.000 googled for the keywords and more than 50 % clicked on the links. That is a click-through rate 100 times higher than the average.