Ikea - “Ikea MQ Sofa Swap”
|Title||Ikea MQ Sofa Swap|
|Agency||DDB Tribal Wien|
|Product Category||Home Furniture|
|Campaign Name||MQ Sofa Swap|
|Country of Production||Austria|
|Media Type||Case Study|
||Epica, 2012 (Bronze) for Promotion & Incentives|
|Chief Creative Officer
You always feel at home with IKEA.This is why a unique campaign will be created which, as well as having a strong social media aspect, also draws attention to the IKEA sofas, in one of Vienna's most popular hotspots: the Museumsquartier.
The uncomfy seats in the Museumsquartier are being swapped for 44 comfy IKEA sofas. These are available for visitors to sit on day and night. And best of all, with a bit of luck they can be won at the end of the campaign.
Using a competition app on the IKEA Facebook fan page visitors can upload pictures of themselves and their favourite couch. News of the campaign is spreading incredibly quickly via Facebook. On Sunday evening the lucky winners will be informed, and then each item of furniture will bepicked up and taken to its new home.
35.000 visitors during the event, 63.000 views on Facebook, 300% growth of fans in two days, 1,5% increase of sales in IKEA's key Vienna store.