China’s digital space is now filled with branded content in the forms of mini movies, Chinese audiences want stories and want to engage with content and social media which is a good sign. However the trend of mini-movies is over flowing online hence it’s a great opportunity for IKEA to create something different that can stand out in the form of animation mini Webisode that bring consumers lighted hearted engagement.

The most important and key attribute in the whole idea execution is to give these bedroom products vivid life and personality.

We invited a renowned European graphic illustrator to design each of the product's characters, endowing each character with distinctive personality and characteristics first, then moving on to the development of the story and further enriching the plot.

Over the 5 week campaign period, store visitation increased 15% and sales volume 20% versus the same period last year.