The campaign was launched with the interactive film, driving traffic via banner ads on IKEA´s homepage. Then we took out one single "rabbit hole", and launched it as a web-tv commercial along with film trailers. Banner ads with scenes from the story, and a clear call to action, was launched on several online newspapers. A version of the film was tailored for youtube, taking viewers to the digital experience. When the campaign was up and running, we started spreading content from the film in social media, focusing on relevant products. Currently, we´re implementing new rabbit holes for viewers to discover.

Within a few weeks, we registered over 100.000 unique users (population of 5 million). Total bed- and bathroom sales had increased by 12%. That is a quite remarkable figure, since IKEA is the market leader in furniture retail in Norway, with a share of 46%. Pushing them another 12% means that this campaign had already achieved its goal of bringing bed- and bathroom more top of both mind and wallet in Norway. Store visits had increased by a record breaking 7%. Visits to Ikea’s homepage increased by 36% and visits to the bed- and bathroom department page increased by 54%.

IKEA wanted to sell more products from their bed&bathroom range. But these rooms are low on people´s priority list. We prefer to invest in living rooms and kitchens, because they´re more visible and social.

To make people spend more money on bedrooms and bathrooms, we decided to make these rooms more important in people´s homes and minds.

The solution is an interactive version of IKEA´s bed and bathroom catalogue. A mixture of film, inspiration and webshop.

The story stars a Scandinavian family and their morning routines. It shows us that some of the warmest moments in a family´s day takes place in the bed and bathroom. Extra layers of content allows viewers to divert from the main storyline. At any point during the film you can dive into the product range, based on the moment where you stop. You can also highlight and buy all the products from the range.