Couples therapy with furniture: Ikea challenges couples in the style of a gaming show. Using the augmented reality app, they compete against each other and test how compatible their tastes are.
Anyone who has ever strolled through a crowded furniture store on a Saturday - or rather, let themselves be pushed by the masses - will be familiar with the same old discussions to the right and left along the way. A real stress test for all relationships. It's great to see how far furniture tastes can drift apart. While one person is happily rocking in a cosy retro armchair, the other is enthusiastic about a reclining leather monstrosity with adjustable bells and whistles. While he favours the elegantly lacquered sliding-door wardrobe, she only wants natural wood in her country home. And then there's the best argument.
The agency 72andSunny Amsterdam used this to develop a light and airy advertising idea for Ikea: a couples' duel in the style of a game show with augmented reality.
Duel with augmented reality app
The campaign promotes the launch of the Ikea Place Android app. And it is advertised here as a mediator. Lifestyle blogger Caroline Solomon hosts the show, which is bathed in pastel colours.
„Matchers Keepers“ fordert Paare und WG-Kumpels heraus, die sich wohl oder übel auf eine gemeinsame Wohnungseinrichtung einigen müssen. Ikea testet, wie kompatibel sie dabei sind und lässt sie in einem Augmented-Reality-Duell gegeneinander antreten.
The task: use the Ikea Place app to virtually place or remove pieces of furniture or lamps in just a few seconds. If the results match, the couples can take the piece of furniture with them. If not, they just carry on arguing.
Gregg Clampffer, Kreativdirektor von 72andSunny Amsterdam, erklärt, wie sie auf diese Idee gekommen sind: „When we took Ikea Place into our own homes and tried it with our partners it became apparent almost immediately that the furnishings we were placing and the ones that they wanted to place were not the same. We figured that consumers could also appreciate this tense but good spirited challenge of high stakes furniture selection.“
Die nicht ganz ernst gemeinte Gamingshow soll dazu anregen, sich vor dem Möbelkauf mit der AR-App auf ein Einrichtungsstück zu einigen. Auf Youtube sind drei Episoden von „Matchers Keepers“ zu sehen.
Source: WuV / Youtube / creativity-online
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