Just before Easter, 600 IKEA outdoor products were hidden in and around Switzerland’s largest towns. The search was then launched nationwide in all IKEA owned media as well as E-panels and in cooperation with various local radio stations. Focal point was the microsite with continuously updated information about the products’ location and availability. To make this possible, all products carried codes that linked to the microsite.

We got 5% of all mobile users in Switzerland to actively participate in the promotion. The IKEA promotion website had 140’000 hits in one day. 70% of the media were owned or earned. The promotion targets were surpassed by 300%. It was the promotion that reached the most people within such a short time in the history of IKEA Switzerland.

JURY: Login: ikea and Password: ostersuche