The Swedish Test
- Brand
- IKEA
- Year
- 2026
- Objective
- Awareness
- Industry
- Retail
- Mechanic
- Quiz & Trivia
- Platform
- Social
- Agency
- Ogilvy Amsterdam
Objective
IKEA UAE needed to stand out during its Back-to-School push, while a parallel IKEA Family promotion offered 25-50% off study essentials through September 6, 2026. The brand wanted to bring a sense of joy and lightness to a routine moment and hold attention longer than the usual second or two before a scroll, while nudging social viewers toward its two Dubai stores.
Solution
The player opens the branded TikTok effect and faces the front camera. One by one, they say IKEA product names out loud, starting easy with LACK and BILLY before working up to the self-styled "final boss," BJÖRKSNÄS. As they speak, the effect scores each attempt in real time and builds toward a final result on screen. A strong score qualifies them for an IKEA gift card, redeemable in person by showing the playthrough video or a screenshot of the final score at IKEA Dubai Jebel Ali Festival Plaza or IKEA Dubai Festival City.
Results
Average of more than two minutes of interaction with the brand per user.
- 1
The player discovers the effect through an IKEA UAE TikTok video or an influencer's pronunciation-challenge post tagged #IKEASwedishTest, then opens the "IKEA Swedish Test" effect and switches on the front camera to record the attempt in one take.
- 2
The effect displays an IKEA product name and the player says it aloud; real-time voice recognition scores the pronunciation, and a correct reading unlocks the next name.
- 3
Names grow longer and harder, introducing Swedish characters such as ÖRFJÄLL and SKÄMTSKÅL, building up to a final-boss word, BJÖRKSNÄS.
- 4
At the end the effect shows an overall pronunciation grade; the more names the player got right, the better the odds of qualifying for a gift card.
- 5
The player saves and posts the recording with #IKEASwedishTest or takes a screenshot of the final score.
- 6
A qualifying result lets the player visit IKEA Dubai Jebel Ali Festival Plaza or IKEA Dubai Festival City, show the video or screenshot, and redeem an IKEA gift card under the campaign's rules.
