IKEA collaborated with Ogilvy on the AR campaign “Escape the Clutter” with the aim of teaching people about the company’s products in a playful way. The campaign launched just after the winter when many people are at home and surrounded by stuff.
The ‘escape room’ takes place in a miniature bedroom where the goal is to clean it up using IKEA products, or as the game calls it; furnish your way to freedom ‘.
While playing, you can select the IKEA furniture to check out details. Users can record their solution to the puzzle and share it with friends through Snapchat’s Stories feature.
Ikea’s campaign received attention on marketing websites such as Adweek and BuzzFeed, who recreated in real life. In addition, the game was played a lot and shared by design websites and influencers.