Cannes Lions
McCANN COPENHAGEN, Copenhagen / IKEA / 2015
Overview
Entries
Credits
Description
The IKEA catalogue has promoted products for over 60 years. But never like this. For the first time, IKEA could promote the catalogue's product straight in the users' home.
Execution
We merged the traditional media with innovative mobile technology. This way, we gave users a
whole new shopping experience. The catalogue became an access point that made it possible to
transform the users home into an IKEA showroom. Suddenly, the could look at the products right
in front of them. This made buying furniture so much easier as the private home became an
IKEA media channel.
Outcome
The solution gave users a whole new shopping experience. IKEA got to promote their product in a
new way, as every user's home was turned into an IKEA showroom. It received a lot of attention
in widely spread media and the app got over one million downloads the first week. The catalogue
is no longer only a source of inspiration, it's a helpful tool that let users experience IKEA furniture
in their home before they even buy them.
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