Agency Network: 
September 2017
IKEA: Dishwashing


How do you get a young audience on Youtube to stay with your ad longer than the unavoidable 5 sec? When most brands try hard to seduce people Ikea did the exact opposite. We begged them NOT to watch the up to 8 minutes long films since there’s nothing to see except for boring, everyday life. With this reversed psychology we made the target group “18-35 year olds in metro areas” want to keep watching, spending time with the brand and the offerings on Ikea products. The average viewing rate was 3:15 minutes, far above industry standard. 39% even watched the whole ads.

Digital advertisement created by Åkestam Holst, Sweden for IKEA, within the category: Retail Services.

Advertising Agency: Åkestam Holst, Sweden
Production Company: Bacon STH
Executive Creative Director: Magnus Jakobsson
Art Director: Jesper Holst
Copywriter: Mark Ardelius
Account Executives: Jerker Winther, Mimmi Grafström
Production Manager: Agneta Oppenheim
Producers: Leila Widgren, Ida Person
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