IKEA: IHOP
The goal of this campaign is to encourage families to come together and experience IKEA together, fostering a long- lasting connection with the brand through the use of gamification. By providing a fun and interactive experience for families, IKEA: IHOP hopes to not only improve their visit to IKEA, but also create a lasting impression that will keep them coming back for more in the future.
My objective for this campaign is to engage families to experience IKEA together, creating long-term relationships with the brand through gamification.
IKEA /ɪˈhuːp/ --> IKEA Together
The IKEA:IHOP campaign includes three gamifying experiences that address specific issues such as overspending, conflicting tastes and difficulty in assembling furniture within the Ikea. The experiences are named Cost-save, Imagine and Let's Build it! in alignment with Ikea's brand values.
IKEA COST-SAVE
A digital shopping list app for adults where IKEA helps you shop for items at YOUR budget in store.IKEA will help calculate items within your budget where customers can collect their items at the checkout counter afterwards.
IKEA IMAGINE
A free consultation by IKEA interior designers where they help couples design their dream home through a touch screen experience on digital canvas. Once the couple is satisfied with their layout, they can proceed to checkout to purchase the items.
IKEA LET'S BUILD IT!
As an inclusive brand, no one should be excluded, not even kids. The Let's Build replaces "Smalland" with a DIY workshop for children aged 7-12, where they can participate in interactive furniture building activities utilizing a specially curated toolbox designed specifically for children.
LET'S BUILD IT - Manual Book
LET'S BUILD IT - Toolbox
The Let's Build it! workshop offers a specially designed toolkit for children, which is carefully curated and made from lightweight plastic to prioritize the safety of the child. This kit is available for purchase at IKEA.
Marketing Strategy
The campaign strategy for the IKEA: IHOP campaign should focus on promoting the fun and interactive nature of the gamifying experiences and the benefits they offer to different age groups, in order to increase customer engagement andencourage repeat visits to IKEA stores.
User Journey
The user journey centers around the customer journey of a family during their visit to IKEA. The objective is to demonstrate how the family engages with the brand, starting from their initial awareness to eventually sharing their experience with others. By doing so, the intention is to foster empathy with customers and provide them with a deeper comprehension of the IKEA:IHOP campaign.
