Welcome to the smallest IKEA store in the world
IKEA
Issue 23 | May 2012
Agency
Ogilvy Action Dubai
Creative Team
Regional Creative Director: Robin Smith; Creative Director: Ben Knight; Art Director: Gary Rolf; Copywriter: Gary Rolf; Copywriter, Memac Ogilvy: Sascha Kuntze; Copywriter, Ogilvy Action: James Bisset
Production Team
Regional Director, Ogilvy Action: Claus Adams; Technical Directors, Ogilvy One: Jens Steffen, Niv Baniahmad, Hamza Afaq; Account Manager, Ogilvy One: Farnoush Pourebrahim; Technical Assistance, Ogilvy Action: Ali Mokdad, Fouad Abdel-Latif; Awesome Swedish VO: Lina Safstrom
Other Credits
IKEA Crm/Online Manager: Katja Sottmeier
Date
April 2012
Background
With city populations on the rise, living spaces were becoming increasingly limited.
IKEA believed that no matter how cramped your space, there was always a solution.
Idea
To demonstrate this, an entire IKEA store was built in a 300 x 250 pixel web banner, which was placed in the real estate sections of community websites, targeting those people looking specifically for studio flats as well as one/two bedroom apartments.
As with any of IKEA’s full-size stores, shoppers were able to browse by department and choose to buy any of the products on display.
Check it out:
www.smalleststoreintheworld.com/banner/en/
Results
Within the first week, the banner had an astonishing click through rate of 101%, which means 16,273 impressions generated 16,384 click throughs.
After placing the short film on YouTube and Vimeo, there has been a combined views number of 77,859 which is still rising.
Our Thoughts
Ikea has done an amazing job over the years to make its massive department stores friendly and likable. And this lovely idea of fitting all their stuff into a tiny banner wonderfully supports a smarter use of space along with creating a clever navigating experience.