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."