Casårbol
- Brand
- IKEA
- Year
- 2020
- Objective
- Awareness
- Industry
- Retail
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- MRM Spain
- With
- Binalogue
- With
- Angelo Fernandes
- With
- Amazing Monkeys
- With
- Aural
Objective
IKEA had paused door-to-door delivery of the printed catalogue because of COVID-19 and needed to push people toward the digital edition instead. Launching the 2021 Catalogue online called for an activation that could carry the campaign line "Sustainability is a journey" in a participatory way, while driving engagement — and new sign-ups — inside the seven-million-member IKEA Family loyalty club.
Solution
The player opens the game on IKEA Family's site and is asked to help the new catalogue take flight: shaking the phone (or clicking and dragging on desktop) launches it into the air like a bird. From there, tapping or clicking makes it climb or dip as it glides over an illustrated city, with the player steering it past obstacles toward a treehouse in the distance. Landing at the treehouse ends the run and enters the player in a prize draw for a six-day stay in a real treehouse in Bizkaia, decorated by IKEA's design team. Anyone not already an IKEA Family member could join free on the spot to play and qualify.
- 1
The game opens on IKEA Spain's CASÅRBOL page, reached from ikea.es or from posts on IKEA's Facebook and Instagram, inviting the player to help the new 2021 IKEA Catalogue take flight toward sustainability.
- 2
The player launches the catalogue by shaking their phone, or, on desktop, by clicking and dragging the mouse.
- 3
Once airborne, the catalogue flies like a bird over an illustrated city; the player taps or clicks to make it rise and lets it fall between taps, steering its altitude along the route.
- 4
The goal is to fly the catalogue all the way to a treehouse perched above the city, and reaching it completes the run.
- 5
Playing enters the player in a prize draw for a six-day stay in a real treehouse in Bizkaia decorated by IKEA's interior design team; non-members can join IKEA Family for free to take part.
