With a production budget of just 12.412,00€ for an OOH placement, we increased the number of contacts by 100% through user-generated content uploaded to LinkedIn and TikTok. Special billboards in six major German cities excited far beyond the limits of the initial media placement reaching roughly 7% of German TikTok users. Guaranteeing IKEA Germany’s first-time success on the platform and giving the brand access to the Gen Z demographic, a target audience they had up until then struggled to reach authentically.

The brief was to emotionally charge IKEA's new platform "Inspired by life" and prove it with IKEA's extensive product range. With unique OOH placements, we wanted to highlight IKEA’s role in everyone’s life in a way that everybody can identify with.

To promote the platform "Inspired by life", we wanted to show that IKEA is always the partner for your home when life changes. From the baby to the nursery, the first own flat, the marriage and baby bed to the pensioner's chair. Every time something changes in our lives, we do something for the first time. And surprisingly often IKEA is by our side with a fitting solution.

For everything in life, there's a first time. Indeed, life is full of first times. In these crucial moments, IKEA often plays the role of a trusted and supporting life companion. Our idea was to tell a life story from birth to old age that everyone can identify with. An iconic piece of communication meant for everyone.

IKEA is the partner for your home when life changes. Throughout IKEA is always by our side with a fitting solution. With our unique OOH placements in six major German cities, we highlight this insight using IKEA products. The result is a display of an entire life accompanied by IKEA that everyone can identify with. We chose to run the communication in central and frequented places in major German cities to achieve high visibility and reach a diverse target audience.

Starting with unique placements in Berlin, Frankfurt, Stuttgart, Cologne, Leipzig, and Dortmund from the first of December until the 18th our work was immediately shared on social media through user-generated content. In addition to being seen by travelers, commuters, and people on a stroll, the campaign was celebrated and viewed over a million times online.

Several unique OOH placements displayed a whole life in the form of IKEA products since IKEA accompanies us throughout life and all the first times we experience.

Our unique billboards not only generated 2,6 million contacts in six major German cities with a gross media budget of 86.250,00 €, but the idea itself was also so powerful that it was organically shared on social media. User-generated content included a TikTok post with 1,4 million views and 127.000 likes as well as a LinkedIn post with over 300.000 impressions.

All the approval shows: we managed to strike at the heart of many and deliver an idea that no one could walk away from without smiling because they were caught reminiscing about an experience or imagining their future.

Using a special OOH format, IKEA was able to create a piece of communication that reached an audience far beyond the limits of the category