You’re married to your device, just admit it. Most of us are. There’s nothing to be ashamed about, but around the holidays, it’s a good thing to put it down and make the most of your time with family and friends.
Ikea has put together a Chinese New Year campaign with Wieden+Kenney Shanghai to encourage people to do just that.
While Smartphone addiction is a worldwide phenomenon, it is especially prevalent in China according to Ikea and becomes an even bigger problem during the Chinese New Year celebration, which has been called the biggest migration of people on earth.
Hundreds of millions of people travel long distances to reunite with their families. But distractions on our phones sometimes stop us from enjoying time together and reconnecting.
Along with their partner agency Wieden+Kennedy Shanghai, they created a digital store that will reward people for staying away from their phones and social media. They created the digital store within WeChat, which has over a 1 billion active users.
The mechanism is simple: within WeChat, you go to the IKEA Mini app. From there, select an IKEA product in the app that you would like to get. But instead of a price tag, it has a “time tag” attached to it.
Once you choose the product and accept the challenge, a countdown starts on your screen and all you need to do is NOT touch your phone for the duration required to win that reward.
When the time elapses, the app generates a tongue-in-cheek certificate that declares you a “great family person.” And, of course, you also win great savings on the selected IKEA product with the time you spent away from your phone.
“We basically created a hack within your phone that rewards you for not using it,” said Wieden+Kennedy Creative Director Okan Usta. “So people can have a detox from their phone addiction and have real interactions with their families in their homes. That’s what IKEA is all about.”
IKEA VP Marketing: Lukas Ostrowski
IKEA Country External Communication Manager: Yvonne Yin
IKEA Advertising Specialist: Marita Landin
IKEA Social Media Specialist: Shenqi Ye
Executive Creative Director: Ian Toombs, Vivian Yong
Creative Director: Okan Usta
Art Director: Uty Chen
Copywriter Chinese: Liu Wei, Scarlett Zeng
Head of Design: Fish Ho
Designer: Shirley Wang, Zheng Gao
Executive Producer: Bernice Wong
Producer: Xiong Xiong
Senior Planner: Leon Lin
Planner: Chris Kirkup
Account Director: Jim Zhou
Account Manager: Edith Wang
Account Assistant: Lexi Li
Business Affairs: Jessica Deng, Kathy Zhan
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