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At IKEA, as you know, we don’t like charging much. But for once, we decided to charge a lot. IKEA now has a range of furniture that can charge your smart phone by simply placing it on the surface, without the mess of cables. But not everyone knows about it. So we came up with a campaign that resembles that critical moment when your phone is running out of battery. And used the dreaded low-battery warning sign to catch people’s attention.
Using “stories” on the IKEA Saudi Arabia Instagram and Snapchat accounts, we hijacked phone screens with online banners that immediately fit to the user’s phone screen. These banners were designed to look like their phones were out of charge, driving people to swipe the banner, leading them to IKEA’s website where they could purchase the range of wireless charging furniture. Converting Instagram and Snapchat stories into a smart media tool in a manner that has never been done before.
