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.
Production Company:Bacon STH
Executive Creative Director:Magnus Jakobsson
Art Director:Jesper Holst
Account Executives:Jerker Winther, Mimmi Grafström
Production Manager:Agneta Oppenheim
Producers:Leila Widgren, Ida Person