IKEA wanted to create a memorable promotional campaign for the Christmas season.

Challenge

Christmas is the busiest shopping time of the year, but IKEA is not exactly top of mind when it comes to a place to get gifts. How do we cut through the Singaporean holiday clutter with something memorable?

WE TOOK THE ICONIC SELF-ASSEMBLY OF IKEA FURNITURE
AND TURNED IT INTO AN INTERACTIVE GAME.

insight

IKEA’s furniture is known for self-assembly. This is both a good and a bad thing. The good, though, is that it tends to create memorable experiences and moments. Most people can remember building their first piece of IKEA furniture.

THE IDEA

Unscramble the magic of Christmas was an idea about turning the self-assembly of IKEA furniture into a mobile puzzle game in which people need to unscramble IKEA furniture and ‘put it together’ to unlock deals, rewards and even free ice cream.