We developed a new online advertising format for IKEA’s kitchen campaign and called it tab-ad.

The tab ad became an integrative part of the online version of the Austrian daily KURIER due to its high ratio (54%) of users interested in interior equipment.The IKEA tab was integrated into the existing site navigation of the front page of www.kurier.at as an eye catcher, designed in the corporate colors of IKEA - pleasantly surprising the user.Clicking the tab which was titled ‘kitchen’ invited the user into the brilliant world of IKEA kitchen, guiding him through a multifunctional 360 degree virtual tour.

The click-through rate on the tab of the first day was 2.4% (Index 727 vs. average of content integrated ads). About 10.000 users got intensively in contact with the ad within six days; time of involved attention with our innovative media platform took several minutes, significantly above average.