IKEA HK celebrates 50 years with gamified durability hunt

IKEA Hong Kong has unveiled a new campaign titled "Hidden tag" to celebrate its 50th anniversary, transforming the milestone into a joyful, gamified exploration of product longevity.

Also known as "⁠IKEA find the hidden tag campaign: Celebrating 50 years of companionship", the campaign aims to ⁠drive massive brand buzz and participation through an interactive, surprise-and-delight experience.

Targeting Hong Kong households owning IKEA furniture, including families, young adults and socially active users, the campaign also aims to strengthen perceptions of durability, quality, and lasting value, reinforcing IKEA as a true lifelong home partner across generations.

Running from 20 November to 15 December, the campaign adopts a 360-degree marketing approach, developed in collaboration with creative agency Narrow Door. Rather than simply telling people about product durability, IKEA is inviting the public to prove it themselves.

As part of the activation, Hongkongers are encouraged to hunt for the oldest hidden production tags on their IKEA items, snap a photo, and share their story. Prizes include a full home makeover for the owner of the oldest piece, along with HK$100 gift cards for the first 1,000 valid entries.

This initiative aims to flip the “new is better” mindset with playful, emotional storytelling; along with a phased content rollout including launch teaser, durability proof points and heart-warming user stories to sustain engagement throughout. The campaign will be amplified via digital and social channels. 

“For 50 years, IKEA has grown up with Hong Kong families - from first tiny flats to homes filled with memories. Hidden tag is our way of saying thank you: by celebrating the furniture that’s lasted decades and proving that great design, quality and affordability can truly stand the test of time," said the IKEA Hong Kong marketing team. 

Beyond this campaign, IKEA is also known for tapping into local trends. Recently, the brand posted on Instagram expressing that it will miss Ding Ho (頂好大光麵), an instant noodle brand that announced it will cease operations in December after 57 years in Hong Kong.

The post reads:" Small editor has been living on instant noodles for years, and trying to recreate that cha chaan teng taste at home. Eating it in a deep plate just hits different, but this feeling might soon only live in our memories…." The post has drawn over 3,000 likes, a check by MARKETING-INTERACTIVE saw. 

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