Hannah Jones | 10.11.2017
Getting virtual with IKEA
IKEA UK turned 30 last month and to celebrate this milestone, BWP was challenged to create a brand experience to be rolled out in all 25 UK stores.
IKEA wanted to demonstrate how life at home has changed since 1987, how our homes have evolved to reflect this and, most importantly, the role that IKEA has played in people’s lives during the last 30 years.
Timings were very tight but we embraced the challenge. With some fresh thinking, we created IKEA’s first ever virtual reality experience, which would take customers on an immersive journey through the decades.
Remember settling down on your block colour couch to watch Breakfast Club on VCR? Or chucking out the chintz and doing a whole house make-over in the 90s, to achieve the minimalist look? We brought each decade to life and allowed customers to explore a typical home from the 80s, 90s, 00s and 10s as well as providing a glimpse into the future. Pop-up content helped to explain how IKEA has been on the journey with us and shaped the way we live.
The experience went from concept to stores in just three weeks and the results speak for themselves. Thousands of people across the country have enjoyed the experience. All stores are keen to run the activity again and the client feels the execution has done a great job in relaying IKEA’s point of view to its customers.
As far as campaigns go, we think this one’s been virtually brilliant.