IKEA’s kitchen range needed to gain visibility and involvement. Executing strong online campaigns, consumers often feel annoyed by content overlays.Thus we developed a new online advertising format, called Tab Ad.The IKEA Tab Ad, designed in the CI of IKEA was integrated into the site navigation of the front page of a big Austrian daily.By clicking the tab the user was taken into the brilliant world of IKEA kitchen, guided through by a multifunctional 360 degree virtual tour.Click-through rate first day: index 727 vs. average. Time of involved attention was above average, 10,000 users within 6 days.