Ikea’s Wants You to Pay with Your Time as Part of Chinese New Year Campaign

    By Asia Ad Junkie - Feb 7, 2019
    Ikea’s Wants You to Pay with Your Time as Part of Chinese New Year Campaign

    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 China

    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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