In a recent campaign, it was highlighted that while the world’s largest IKEA store opened in the Philippines in 2021, not everyone can easily travel to Manila to experience it. With only one IKEA store in a country consisting of over 7,000 islands, many potential customers were inclined to visit closer and more accessible stores instead.
In a groundbreaking move via Ogilvy, the brand initiated something unprecedented: the transformation of every possible location into an IKEA store.
The #IKEA Everywhere campaign strategically places actual products in public spaces. Restaurants, beyond being venues for dining, also double as shopping destinations. Nail salons offer Filipinos a combined experience of manicures, pedicures, and browsing through IKEA favorites. Even gyms, clinics, and beaches were creatively transformed into shopping outlets.
Going a step beyond, influencers engaged in a nationwide Easter egg hunt, according to the brand, with individuals scouring and scanning various IKEA stores they could locate. Some even joined the trend by showcasing their homes online as IKEA stores too.
The campaign proved to be highly successful, yielding a notable surge in website visits and purchases. Within just one month of its inception, purchases on the IKEA website surged by 30% compared to the corresponding period last year, and online traffic surpassed physical store footfall by 4.5 times.
