IKEA Catalogue 2021 - “CASÅRBOL” Make It Fly!
Open the game- Brand
- IKEA
- Year
- 2020
- Objective
- Awareness
- Industry
- Retail
- Mechanic
- Action
- Platform
- Web
- Agency
- MRM Spain
- With
- Binalogue
- With
- Angelo Fernandes
- With
- Amazing Monkeys
- With
- Aural
Objective
IKEA Spain partnered with MRM to promote the 2021 Catalogue edition within its IKEA Family loyalty community (over 7 million members). The campaign reinforced the brand's sustainability narrative—'Sustainability is a Journey'—positioning the catalogue as a vehicle for encouraging Spanish consumers to adopt more sustainable and healthy home practices.
Solution
CASÅRBOL was an interactive WebGL game where players guided the flying 2021 IKEA Catalogue toward a treehouse above a city landscape. Players controlled the catalogue using mobile shake, tap, and drag gestures (or mouse click-and-drag on desktop). The game engaged IKEA Family members as part of the loyalty program's digital activations. Built with Three.js, Vue.js, Nuxt.js, and GSAP animations, the experience merged gameplay with the sustainability message, positioning the catalogue itself as the protagonist of a playable journey.
Results
Not published.
