Ikea 360° tour to back ad blitz

Ikea is launching an online video to support its ‘Make Small Spaces Big’ advertising campaign, which takes consumers on a virtual 360° tour of a small flat that is packed full of design ideas.
Devised by Lida, members of the Ikea Family loyalty scheme are being given a two-day exclusive preview of the video before it is available to all customers on the store’s website.
A personable guide invites viewers to have a nose around the flat, demonstrating how the family has made best use of their limited living space, and offering viewers relevant product suggestions and design tips.
With the viewer in control, they can also move between the six rooms, exploring the design features – like tucking a fully functioning utility area neatly into a kitchen – and picking up advice. Users can also click straight through to relevant product pages on the Ikea website.
The immersive online experience, is based on the insight that homes in Britain are 15% smaller than those in other Western European countries, with newly-built houses in the UK decreasing in size by as much as 11% over the past ten years.
The flat was filmed using cutting-edge multi-lens cameras to capture a 360° view of the space.
Ikea Family manager Radhika Vyas said: “Small living spaces are becoming the norm more and more in the UK, but we believe that limited space doesn’t have to mean a compromise.
We wanted to help our Ikea Family members get more of the store by giving them tips and inspiration, and show that by being clever about design, you can unlock the space potential in your home. This campaign is all about helping people see how they can make the most of their living spaces – and show how Ikea can help. ‘Make Small Spaces Big 360°’ brings this vividly to life.”