IKEA HK introduces new(ish) earworm for online sales launch

Catchy song, a fancy performance and adorable kids - IKEA has a recipe for a viral video on its hands for its latest online platform launch.

The result: over 850,000 views and 4,200 engagements have been generated within one week on IKEA Hong Kong Facebook page and YouTube channel with paid boost. Plans are to spread the video to other online channels and distrubute it outdoors.

The 30-second video, launched last Monday, adapts a well-known local kid song "何家公鷄何家猜" while replacing its lyrics with the new online sales services benefits and adds a call to action.

The song is sung by kids from Hong Kong Rope Skipping Academy also perform enthusiastically as they sing the song in the video.

"We understood that it’s getting harder and harder to grab people’s awareness from online nowadays that with tons of things they can choose," said Andrew Lee, Metta Communications' representative, the creative agency of the video.

"However that’s also the most exciting part for us to WOW people with such unexpected and entertaining way for IKEA to advertise. Besides, IKEA is like a 'good friend' to all people of Hong Kong for long, so kids and classic child song are the elements that we want to resonate with our customers no matter which ages you are, you can still enjoy, follow the lyrics, sing and dance along."

Regarding media plan and buy, Mandy Lam, partner (client leadership) of Mindshare added that before the campaign launch, the team foresaw that the video would likely go viral as almost every local knows the song. "Instead of tapping into popular portals only, we strategically focus on IKEA owned social platforms – Facebook and Youtube, with high fans base and explored a proper weight to trigger conversation, supported by drama content portal and OOH media to extend reach. We are happy to see the positive response so far."

IKEA HK's country marketing manager, Janet Lai, said the brand would now be able to enhance its present customer shopping journey with even more convenient service online. "Customers can now shop anytime anywhere for our good quality yet low price products, complimented with the inspiring home furnishing solutions that we have on offer," she said.


Client: IKEA Hong Kong
Creative: Metta Communications
Media: Mindshare Hong Kong Ltd