IKEA is where life happens, whatever happens – and is not afraid to show it like it is. Living in two homes with divorced parents is a reality for many children in Sweden. Thanks to affordable products the parents in this film manages to ease the situation for the child. And IKEA perhaps also eases some bad conscience among single parents and helps acknowledge the children.

Our goal was to implement the concept as effectively as possible. Google suggest that the perfect execution is a combination of one Trueview followed by pre-rolls or bumper ads. We created a 45 sek Trueview and two 20 sek Pre-rolls with a frequency cap of 3. The pre-rolls were mainly used to re-target the ones who had seen the Trueview to drive ad recall and brand awareness.

We saw a 15% lift in ad recall which is top-class performance according to Googles Adwords Brand Lift Study. The average cost per view was 10% lower than average. Over 2 millions people saw the campaign where 19.46% viewed the whole video. We increased people’s perception that IKEA’s products are inspired by life with 16% and raise the products’ liking with 23%. ‘Where life happens’ gave the products a greater emotional value and were able to handle all IKEA´s product categories.