Antonia Kiefhaber
Antonia Kiefhaber
Copywriter at DDB Tribal Wien
Wien, Austria
TitleIkea MQ Sofa Swap
Campaign MQ Sofa Swap
Advertiser IKEA
Brand Ikea

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. 

Media Type Case Study
Creative Director
Creative Director
Creative Director
Art Director
Chief Creative Officer
Account Manager
Advertising Manager

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