Contenders at Cannes 2024: IKEA – This is an IKEA Store | Ogilvy Manila

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

Ogilvy Manila

Converting everyday spaces into IKEA stores.


Three years ago, IKEA finally opened its first store in the Philippines—the largest in the world. But as an archipelago of over 7,000 islands, it wasn’t big enough for all Filipinos.


IKEA took their showrooms to them. Everyday spaces were converted into shoppable IKEA stores by replacing their furniture with IKEA products.

From coffee shops and restaurants to beaches, dental clinics, and even camping sites, Filipinos got a taste of a real IKEA shopping experience right on the spot.

Each new “store” had mobile phone-activated stickers for shoppers to purchase the full range of products. Through digital stickers, IKEA Family Loyalty Members also turned their own homes into shoppable KEA stores, receiving exclusive discounts and benefits year-round.


  • 5x increase in online traffic (vs. foot traffic)
  • 30% increase in online transactions (vs. previous period)
  • +11% online revenue (vs. previous period)

The Work

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