Ikea teams up with Skype for 30-second 'find your passport' challenge

Ikea will be communicating directly with consumers via Skype in a competition running for five evenings next week as part of the retailer's 'Joy of Storage' campaign.

Ikea: offering a holiday to anyone who has their passport on hand
Ikea: offering a holiday to anyone who has their passport on hand

Selected Skype users will see a banner ad inviting them to take part in the IKEA "Passport Challenge" - in which participants will get 30 seconds to complete the daunting task of locating their own passport and flashing it to the camera before the time is up.

Those participants who can prove they take proper care of their vital documents will be rewarded with a holiday, worth up to £450. Those who fail to dig it out in time will get an Ikea Lekman storage unit, giving them a way to avoid being faced with the same mad scramble again.

The competition had a soft launch last week, and gets its main run next week, from 21 to 25 March, between 6pm and 10pm.

"The Passport Challenge is a way for us to use cutting-edge technology to look into the storage habits of the country," said Ikea UK marketing manager Laurent Tiersen. "Rewarding those who have found the special joy that comes with having a home for all the things you love and helping those who have yet to find it."

Brand: IKEA

Agency: Mother

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published