While brands spend big bucks on digital ad spaces, the view time of those spaces are disappointing. Digital banners get approximately 1.8 seconds. Skip ads? Less than 5 seconds, and social media ads only 2 seconds. But IKEA’s ‘Desktop Ads’ steer clear of the usual ad spaces to create a new ad space for its products- desktop screens, a space where people spend an average of 6 hours daily.

As people organised their desktops with our wallpapers, they got to engage with our products in a rather fresh manner. IKEA, on the other hand, was able to demonstrate the organising.

Situation- IKEA has a range of organising products that have gained popularity across the globe owing to their organising functionalities. However, being a new entrant in the Indian market, the brand is still in the early stages of establishing product awareness. Moreover, being part of a saturated market where people are paying less and less attention to ads, IKEA had to find a clutter-breaking way to advertise its products.

Brief- To make IKEA's organising solutions relevant in the lives of 1.4 Billion Indians.

Objectives- Establish IKEA as the go-to brand for organising solutions in physical and digital spaces.

Brands have been spending a lot of money on digital ads which only get seconds of view time. Moreover, people's attention spans are decreasing, making the situation worse. Ad spaces are cluttered and often ignored by the audience as they do not add any value to their lives.

While overall attention span is on the decline, people still spend an average of 6 hours a day on their desktops, a space that is also the most unorganised. So, IKEA, a brand known to organise every space decided to organise this digital space and create a new ad space that holds the attention for the longest time.

IKEA is known for organising every space possible, be it bathrooms, kitchens, bedrooms, or even outdoor spaces. But there’s one space that we’ve missed, one that has everyone’s attention…their desktops or to be exact, their home screens.

So, we decided to organise this space as well with specially curated wallpapers featuring our best organising products, while creating a new ad space for IKEA.

Target audience- 30- 40-year-old working professionals, entrepreneurs, and businesspeople.

Grabbing eyeballs with ads has become difficult for brands. Although they spend big bucks, they get only seconds of views. So, we decided to come up with a campaign that didn’t use the regular ad spaces but instead created a new ad space. IKEA strategically created wallpapers that contained its products to virtually demonstrate their organising capabilities and in effect, drive people to the point of purchase.

• Implementation- We created wallpapers with our best organisers that organised thousands of home screens, creating a new ad space for IKEA.

• Media channels and integration- Desktop screens, IKEA Webpage, and social media platforms like Twitter, Facebook, and Instagram.

• Timeline- 15th September, 2023- Present

• Scale- 50+ wallpapers created, that reached 1 million desktops.

• Time spent with brand- 2 hours average daily view time

• Proof of engagement: Number of interactions, downloads or comments- 25K+ downloads

• Owned media results- 8 Million impressions

• Earned media results- 11 Million impressions

• Consumer loyalty- 3.5% increase in brand desire

• Brand perception- IKEA India was established as the go-to brand for organising.

$0 spent on production.

$0 spent on media.

$0 spent on execution.

$180 spent on contest giveaway.