Ikea Lets You Choose Your Own Ad Medium Via a Banner
Options include a personal flashmob in SMFB's campaign
Apr 15, 2013
To launch its customizable Uppleva combination of TV, furniture and sound system in Norway, Ikea ran a banner campaign that let the consumer decide exactly what kind of communication they wanted in order to learn about the product. Created by agency SMFB, the banner gave the viewer a range of options, from the everyday (an email, MMS or fax) to the quirky (watch a video of two kids explaining it, get a handwritten letter, or order your own flashmob). All the options were shareable via social media. After the activity, Norway ranked third in terms of global Uppleva sales.