The Ikea bag is iconic. Just about everyone has one or has at least seen one. To take something like that, which everyone can identify with, and use it as the focal point of a campaign, is great strategy.
A time-bound construct like this creates a lot of buzz, positive energy. And you can just see folks take pictures posing next to it, and posting that on Social media – which is exactly what Ikea hopes for. It is fun! And Quirky! And can be the center of a family-moment!
And Ikea adds the QR codes which offer novel, immersive experiences to customers. Summer is the perfect time for something like this – everyone is out enjoying the great weather and here is something for the whole family – young and old. Ikea is just one among several brands (Remy Martin and Shake Shack come to mind) trying to connect with people outdoors with immersive QR Code-related experiences.
The whole construct gently reminds consumers about just how much Ikea can bring to their lives – when a customer scans the QR code, it sets off an Augmented Reality animation that will show him or her, a whole bunch of products flying out of the bag.
And then there are the irresistible offers – Ikea has used Adobe’s new Aero Geospatial software, which by using geo-location technology, will present relevant offers to customers, based on their actual locations.
If that doesn’t draw the customer to a store to redeem these offers, little else would! This is a great way for Ikea to bring more people into its stores or website – an execution or construct that will draw new customers in through its very sharp omni-channel retail strategy.
The immersive AR activation will appeal to anyone – from the baby boomers onwards right up to Gen Z. And just about no one can resist a nice juicy offer – of which Ikea has plenty!
All in all, the magic is in the bag! And Ikea is surely poised to bag a whole bunch of customers before this statue tour comes to an end!