IKEA Place: Matchers Keepers

Objective

IKEA needed to drive awareness and adoption of its Place augmented reality app on Android devices following the iOS launch in 2017. The brand sought to address a common pain point—furniture-buying disagreements between couples and housemates—while positioning the app as a practical solution for collaborative home planning.

Solution

72andSunny Amsterdam created Matchers Keepers, a three-episode YouTube game show series hosted by lifestyle blogger Caroline Solomon. Pairs of participants (couples and housemates) competed by independently using the IKEA Place app to select and position virtual furniture items in a room over three rounds. Winners were those whose choices matched—selecting and placing identical pieces in the same locations. The format playfully parodied relationship-focused game shows like The Newlywed Game, reimagined in pastel-toned aesthetic, turning IKEA's AR tool into a competitive game while demonstrating its core functionality.

Results

Not published.