To generate a summer buzz for IKEA in Belgium, the retailer launched 'Catch the Swedish light', an interactive YouTube game highlighting its Swedish heritage of celebrating Midsummer's Eve.
It consisted of 48 YouTube videos featuring IKEA products with light dancing around them, set in a typical Swedish barn (the spots were filmed by agency Forsman & Bodenfors over the course of five days in a barn in Northern Sweden). At one exact frame in the video, the light catches the product. Entrants had to capture that frame then enter its code to win the product. The videos were seeded on the brand Facebook page, and according to the agency, sales reached a record for the time of year - normally a quiet one - as a result of the campaign.