Cannes Lions

PS FURNITURE RANGE

OGILVY FRANKFURT, Frankfurt / IKEA / 2010

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Overview

Entries

Credits

Overview

Execution

We helped IKEA customers who were interested in the IKEA PS design collection to overcome this barrier by showing them how to use their mobile as a portable interior design planning tool.Customers were able to download a mobile application by entering their mobile number into a web form on the IKEA website or send a free text message to receive a download link.

Additionally a Bluetooth pillar was put up in an IKEA store to download the application right there in the store. By using the mobile’s integrated camera, the tool projects an overlay of one of eight particular pieces of furniture onto every focused perspective. The customer now sees which piece of the IKEA PS collection fits his room best.

Outcome

Microsite 1,062 Microsite visits 1,422 Page impressions 945 Absolute unique visitorsConversion rate: approx. 17.2%Bluetooth pillar45,159 Download requests sent2,355 Successful Bluetooth-downloads5.21% Response rateSMS3,162 SMS sent2,758 successful DownloadsWe had no concrete plan objectives. IKEA wanted to test mobile marketing acceptance and efficiency within one IKEA store. The campaign and the encouraging results received high attention within IKEA International.

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