IKEA has launched a personalised 3D showroom facility on YouTube using information drawn from the Facebook profiles of viewers. Visitors to youtube.com/IKEAUK are shown an IKEA bedroom designed to perfectly suit them based on their own Facebook information and living situation. IKEA has even gone to the trouble of hanging photos of customers’ loved ones on the walls to ensure they really do experience their perfect bedroom environment. Other features in the 3D showroom include the ability to see detailed product information and to click through to IKEA.co.uk to purchase any home furnishings featured within the bedroom.
The IKEA UK Youtube channel has one video, “Everything You Need To Go Happy To Bed”, featuring a couple’s pillow fight. Click on the image below to play the Happy in the Bedroom video in YouTube (HD)
The personalised 3D showroom forms part of a wider bedrooms campaign by IKEA and follows a UK wide study of over 2 million people into how Britons live life at home. The 3D showroom creates bedroom experiences based on insight drawn from the study including creating bedrooms that support TV and internet for those most likely to use it, incorporating workspace to reflect the growing trend of working in the bedroom, smart storage solutions to address the decline in living space across the United Kingdom, helping customers see the potential to create a happier space in their bedrooms for a better night’s sleep.
IKEA have used the results as part of a £2.5million investment into redesigning the bedroom roomsets in stores across the country. The redesigns will ensure all IKEA bedroom roomsets are locally relevant, specifically reflect the way people live their life at home and showcase the solutions that help people go to bed happy.
Carole Reddish, deputy UK & Ireland country manager for IKEA says: “We want to be the experts in truly understanding peoples’ needs, wants and dreams to help them live a happier life at home. So we understand that every bedroom is unique, it is a space that needs to fulfil so many roles; for some it’s a place to work, for some a sanctuary, above all though the bedroom is a place to sleep. This tool uses design, inspiration and lifestyle to show what’s possible when creating the room of your dreams, ultimately helping you go to bed happy.”
Charlotte Morton from Google’s Creative Agency Partnerships team says: “This is an innovative use of social media illustrating what is possible on YouTube for a creative brand like IKEA. We’re excited to be part of such a forward-thinking campaign.”
The Happy to Bed campaign was developed at Mother London by creative director Feh Tardy, creatives Ana and Hermeti Balarin.