Campaign SpotlightPress Release

IKEA and Ogilvy Philippines surprise the country by turning living spaces into IKEA stores

MANILA, PHILIPPINES — The world’s biggest IKEA store arrived in the Philippines back in 2021, exciting Filipinos who’ve always wanted to get a hold of aesthetic, high-quality pieces for their homes.

Not everyone can make the trip to Manila though since there’s only one IKEA store for a country with over 7,000 islands. This pushed prospective customers to other stores that are closer and more accessible.

In a new campaign for IKEA Philippines, Ogilvy did something that’s never been done before: turn every place possible into an IKEA store.


In collaboration with Ogilvy, IKEA launched the #IKEAEverywhere campaign by placing actual products in public places. Restaurants weren’t just meant for delicious dining but shopping as well. Nail salons became Filipinos’ one-stop shop for manicure, pedicure, and browsing through IKEA favorites. Even gyms, clinics, and beaches were turned into stores, along with e-jeepneys, GrabCars, out-of-home billboards, and outdoor executions across EDSA, SLEX, and NLEX.

You can shop at these locations by scanning the QR code present beside the furniture. This led Filipinos to the IKEA website, increasing the number of potential shoppers.

Taking things a step further, influencers also participated in what became a country-wide easter egg hunt. They searched and scanned all the different IKEA stores they could find. Even fans of IKEA pitched in, by posting their homes online as IKEA stores as well.

The campaign was a massive success, resulting in a significant increase in website visits and purchases. Just one month after its launch, purchases made on the IKEA website went up by 25%, and new website visitors increased by 33% compared to the same time last year.

Partner with adobo Magazine

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