In Brief

'Catch the Swedish Light' videos displayed codes that could be entered to win prizes.

As summer is usually a slow period for IKEA in Belgium, they asked agency Forsman & Bodenfors to come up with an interactive campaign highlighting its summer offers and the Swedish tradition of Midsummer’s Eve. The interactive YouTube game ‘Catch the Swedish Light’ was made up of 48 different ads featuring IKEA products filmed in a typical Swedish barn.

Codes would appear in the top right corner of the frame when a beam of light hit a particular product and viewers had to try and pause the video in the right place to find it. Then, they could enter a competition by typing in the code and if they were the first person, they’d win that product. According to Forsman & Bodenfors, sales reached a record for the time of year due to this successful and creative campaign.

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