MANILA, Philippines—In 2021, the Philippines welcomed the world’s largest IKEA store, delighting Filipinos eager for aesthetic, high-quality home pieces. However, with just one store in Manila for over 7,000 islands, many sought alternatives closer to home.
In a groundbreaking move, Ogilvy, in collaboration with IKEA Philippines, introduced the unprecedented #IKEAEverywhere campaign. Transforming public spaces into makeshift IKEA stores, restaurants doubled as shopping hubs, nail salons offered a unique browsing experience, and even gyms, clinics, and beaches became unexpected retail destinations. This innovative campaign extended to e-jeepneys, GrabCars, and prominent outdoor locations across EDSA, SLEX, and NLEX.
Image Courtesy of IKEA & Ogilvy.
Images Courtesy of IKEA & Ogilvy.
Shop conveniently by scanning the QR code next to the furniture, guiding Filipinos to the IKEA website and expanding the pool of potential shoppers.
Taking engagement to the next level, influencers joined a nationwide easter egg hunt, scanning various makeshift IKEA stores. Enthusiastic fans even transformed their homes into virtual IKEA stores. The campaign achieved remarkable success, witnessing a notable surge in website visits and purchases.
Within just a month of its launch, IKEA’s online purchases soared by 25%, and new website visitors increased by 33% compared to the previous year.