We launched the concept 'Where life happens' to show that IKEA’s products can help solve or improve all kinds of emotional everyday problems. Whatever the problem might be. Through this integrated campaign, we did everything from putting a smile on people’s faces by renaming hundreds of our products on Google, to show family situations far beyond what you’re used to see in advertising. We created ads live in context with the news feed of Sweden’s mayor news site. And since most mobile banner ads are tapped accidentally we created perceptive banners that humbly asked people if they really wanted to go to IKEA’s website or if it was a mistake. We proved that IKEA is where life happens and that it’s life in itself that is our biggest source of inspiration.

To make room for the concept online – we needed to find situations that was where life really happened online. We needed to be flexible and quickly respond to life around us by creating content and buying media in relevant places. We also needed to work with unordinary media such as SEM to truly be relevant. Everything we implemented or created needed to be born out of the insight that IKEA knows life online. To get the concept out and about we always optimize on reach. We want as many people as possible to see and love the concept and through that increase engagement and the love for IKEA’s products.

On top of an international success (200 million in earned media reach and 125.000 positive shares on social media) we managed to raise the products’ liking with 23%. We increased people’s perception that IKEA’s products are inspired by life with 16%. ‘Where life happens’ gave the products a greater emotional value and were able to handle all IKEA´s product categories.