2022 Winners & Shortlists

Cultural / Context information for the jury

For our customers, wearing a yellow shirt to IKEA is a big no-no as it’s common to be mixed up as one of our own staff members. We wanted to flip this and use it as a chance to promote our IKEA app by taking something seen as an annoyance for customers and turning it into a win for everybody. Since yellow shirted customers were already being seen as co-workers, we decided they would be the best ambassadors to help us prove just how good the IKEA app is. Our idea was to take advantage of this fashion mix up by inviting yellow shirted customers to become Co-workers For The Day and arming them with no training other than our app.

Write a short summary of what happens in the digital or ambient execution or campaign.

The IKEA app holds the key to over 9,000 products in our range. The problem was encouraging shoppers to use the app while shopping. The solution was in their shirts. For our customers, wearing yellow to IKEA is a big no-no. We wanted to flip this and use it to promote our IKEA app. So we launched IKEA Co-Worker For The Day. Any customer wearing a yellow shirt had the opportunity to become an IKEA co-worker for the day, with the help of the IKEA app. It was all the training they needed as with the app, our temporary co-workers were able to look up any product in our range and find it for curious customers. They were just as efficient as our actual employees and for their not-so-hard work, our IKEA co-workers for the day were rewarded with a generous employee discount