IKEA: From URL to IRL

Challenge:

To increase store visitation of Gen Z (18-24 y/o) customers.

Insight

The youth (aged 18 - 24) is hooked to shopping online. It's consuming virtual reality to the point where it's losing track of the feeling of real experiences.

This campaign focuses on making them realise that there is something better than virtual reality, i.e., actual reality.