Words by MPDClick’s Retail Editor.
With pioneering, user focused web advertising campaigns in RUSSIA and UK, IKEA are taking consumer interactivity to a new, online level. Through point-and click demonstrations of ‘party proof kitchens’ to a virtual reality IKEA home where customers can morph into a range different characters in different situations, the Swedish furniture giants show how they are accommodating everyone’s needs.
The Russian website for the brand has enlisted the help of advertising agency Instinct BBDO to produce a revolutionary scenario advertisement which showcases their kitchen’s functionality and design. The consumer is absorbed into the ad where they can point-and-click to view the kitchen through the eyes of different people, even the dog, in a series of synchronised mini-clips and scenarios. This is an ingenious way to target a broad audience whilst subtly incorporating an otherwise overwhelming 500,000+ kitchen solutions which are connected to characters and the story.
The English site has also tapped into its consumer’s hunger for a balance between life and work producing an advertisement which shows the durability of their kitchens when pushed to the limit. The user drags the Ikea man across the screen as he jumps over surfaces, slams doors and pops champagne to which the kitchen doesn’t even flinch. The British consumer, hit with double dip recession, craves optimism and a care free attitude as well as the stability and value for money element, all of which is catered for by this optimistic, humorous ad.
Image source: kitchenview.ru