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IKEA CNY -No Phone Challenge Campaign

Wang Shiyao
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ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design
ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design
ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design


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ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design

MINI-APP​​​​​​​





Client:  IKEA China
Agency: W+K SH

Project:  Digital Campaign for 2019 CNY     
Product: Phone Detox Mini App     
My Role: UX | Product Design | Visual Design
Launch Time: Feb 2019 CNY                             
Duration: 8 Weeks   









ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design


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Project Overview
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Phone Detox Challenge is a Chinese New Year campaign in 2019 for client IKEA China, with the business goal to build the O2O commerce to draw potential customers from online channels to make purchases in physical stores. We executed creative strategy focusing on emotional design strategy to build connection with the target users through the most popular social channels in China.


 


🧰
Design Process




💡

Smartphone addiction is a worldwide phenomenon, especially prevalent in China and becomes an even bigger problem during the Chinese New Year. Our devices have taken over our lives. With more on our phones, more we lose the real, human connections with our families and friends.​​​​​​​




ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design





Concept

Our concept focus on the theme of togetherness and the importance of connecting with people, within the WeChat’s mini app game that reward people for staying away from their phones, targeting to increase brand online awareness and conversions, as well as build and maintain brand's reputation.










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ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design


The mechanism is simple: you choose an IKEA product in the app that you would like to get. But instead of a price tag, it has a “time tag” attached to it. Once you choose the product and accept the challenge, a countdown starts on your screen and all you need to do is NOT touch your phone for the duration required to win that reward. Depending on the value of the reward, you have to stay away from your phone for half an hour or more. And if you switch from the app to use your phone in any other way, the system detects the activity and you fail the challenge.


ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design



ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design

When the time elapses, the app generates a tongue-in-cheek certificate that declares you a “great family person.” And, of course, you also win great savings on the selected IKEA product with the time you spent away from your phone.By creating a hack within your phone that rewards you for not using it, we’ve enable people to have a detox from their phone addiction and have real interactions with their families in their homes.





ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design






ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design


ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design


























ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design
ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design
ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design
ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design








****PROCESS DOCUMENTATION****

ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design










​​​​​Designed by  W+K 🌐⚡︎™​​​​​​​​​​​​​​

Executive Creative Director: Ian Toombs, Vivian Yong.   
Creative Director: Okan Usta.    
Art Director: Uty Chen.
Copywriter Chinese: Liu Wei, Scarlett Zeng   
Head of Design: Fish Ho.  

My Role: User Experience and Visual Designer 

🤞🏻


ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design
ikea cny W+K 2019 year Advertising campaign Creative Design no phone challenge phone addiction UIUX design
IKEA CNY -No Phone Challenge Campaign
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Shanghai, China

IKEA CNY -No Phone Challenge Campaign

No Phone Challenge CNY IKEA

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