Ikea has launched a new web catalogue for the Norwegian market, created by ad agency SMFB and production company MediaMonks. Based around a family starting their day, the site features lots of cute interactive moments, alongside lots of great-looking Ikea products, but is it enough to grab attention online?
The site is at engoddagstarterher.no, and is in Norwegian, though the English-language trailer below gives a flavour of what you’ll find there. The website is also accompanied by a TV spot, here.
It forms part of a number of interesting digital approaches that Ikea has been experimenting with of late, including creating a catalogue website on Instagram and placing a ‘digital flea market’ on the brand’s Norwegian Facebook page, to show its commitment to sustainability.
This new site aims to promote Ikea’s renewed bed and bathroom collection, and focuses on a fictional family starting their day. The viewer follows the various characters as they wake up and do their usual morning activities, and can use the space bar to zoom into certain aspects of the site, such as an old-school platform game, or short films, including a Michel-Gondryesque sequence showing a girl flying on a home-made rocket (still top). At the end of the film section, we land on a page that shows all the products featured, with links to buy.
This is a charming version of a web catalogue, though my quibble with these kinds of websites is how to encourage people to engage with the film and the site in the first place. While other of Ikea’s work online has appeared within a social media space that audiences might visit anyway, to find out about new products, this piece is more obviously an ad, and requires time and attention from the viewer to get its message across. Once on the website, users are rewarded with lots of interesting details to play with, plus the Ikea furniture certainly looks attractive within this picture-perfect home, but how many people will be invested enough in the brand to reach this point is open to question.
Play with the site online at engoddagstarterher.no.
Creatives: Alexander Gjersøe, André Koot, Hans Martin Roenneseth, Hans Magne Ekre
Designers: Stina Norgren, Nicklas Hellborg
Motion graphics designer: Arnar Halldorsson
Digital director: Christoffer Lorang Dahl
Production company: MediaMonks
Director: Tom Rijpert
Post: MediaMonks Films, de Grot, Glassworks