IKEA Hong Kong rolls out social game to offer customers personalised product recommendation

Every year, IKEA Hong Kong rolls out a new catalogue to highlight the trends and products of the following year. To celebrate the launch of the 2021 online catalogue, IKEA has created a social activation game.

The game allows customers to find out their spirit animals to determine their ideal habitat. Rolled out on 6 August, the campaign personalises the catalogue content based on online user intent data. With eight different personas, creative messages and landing pages are customised based on each unique target segment, increasing intent and dwell time on the site.

Going with the online catalogue is a video launched on IKEA Hong Kong's Facebook and YouTube. In the video, the mother tells her intent to become a cat. After that, she adopts a different lifestyle to live with her family members and they enjoy it.

"Our mission is to create a better everyday life for many people by assisting customers in creating an environment that meets both their emotional and functional needs. In 2021, we move to focus more on online catalogues coupled with social activation games, offering our customers inspiration embedded with individual insights," said Nicole Hsu, external communication manager of IKEA.

Gary Wong, OMD's managing director, commented, "This meaningful campaign fills our team's passion to engage our community in Hong Kong with inspiration at home."

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