CONTENT SERIES LAUNCH & ARTIST COLLECTION
In the recent years, IKEA has faced challenges re-engaging the North American market, particularly among the 25-35 year-old urbanite demographic who feels they have outgrown the traditional IKEA aesthetic.
To change this, the Show Rööm campaign was launched, recognizing the power of cultural relevance and artist-brand partnerships in an age where Millennials are evolving their taste.
PLOT: IKEA presents a captivating streaming series that invites artists and labels to collaborate with an IKEA room designer. Together, they create a unique room set that truly represent the artist's style and persona. Viewers will be taken on a captivating journey as cameras tour the artist's house, providing insights into what inspires them in the home and the creative process behind the new IKEA artist room. The episode concludes with an intimate artist performance in their newly designed space, showcasing the seamless fusion of music and interior design.
This artist collection, infuses the DNA of Drake's OVO Sound into IKEA, bridging elegance and minimalism through a carefully curated product line, captivating copy, and engaging content with the goal to reignite excitement and connect with the North American consumer.
Introducing the ÖVÖ Catalog, where thoughtful design and musical inspiration converge in a seamless integration of both brands, crafting an immersive and interactive experience.
Scan the Spotify code on the IKEA tag to go to the very song that served as inspiration, creating a multi-sensory furniture shopping experience.
Social Media Mini Series: Building with OVO
Building with OVO is a mini content series, hosted on IG Live, IG TV and YouTube, featuring the OVO roaster where artists try to build one of the pieces from the ÖVÖ line. We also also deployed a limited-time-only Hotline Bling customer service line where lucky customers got the chance to be directed by Drake on how to build their newly bought furniture.
Experiential: The ÖVÖ Refuge
We partnered with Airbnb to bring the ÖVÖ line close and personal to the audience by curating an apartment with our furniture pieces and allowing guests to book a night in The ÖVÖ Refuge where they'll be able to fully immerse themselves into this collection.
Art Direction & Design: Michele Mardorf
Copywriting: Michele Mardorf
Category: Product Design, Content Series, Experiential, Brand Partnerships