The 'Passport Challenge' Rewards Those Who Can Find Their Documents
Katherine Pendrill — March 23, 2016 — Marketing
References: youtu.be & marketingmagazine
IKEA recently teamed up with Skype to launch the 'Passport Challenge.' With many people already turning to IKEA to meet their storage needs, this new campaign demonstrates just how important proper home organization really is.
The Passport Challenge consists of a Skype-based game in which participants are given 30 seconds to find their passport and flash it to the camera. Those who are able to find their vital documents before the time is up are rewarded with a vacation worth up to £450. However, those who fail to find their passport in time will be gifted a Lekman storage unit to avoid the same scramble in the future. As IKEA UK marketing manager Laurent Tiersen explains, "The Passport Challenge is a way for us to use cutting-edge technology to look into the storage habits of the country."
The campaign already underwent a soft launch, however its main run will take place between March 21st and March 25th.
The Passport Challenge consists of a Skype-based game in which participants are given 30 seconds to find their passport and flash it to the camera. Those who are able to find their vital documents before the time is up are rewarded with a vacation worth up to £450. However, those who fail to find their passport in time will be gifted a Lekman storage unit to avoid the same scramble in the future. As IKEA UK marketing manager Laurent Tiersen explains, "The Passport Challenge is a way for us to use cutting-edge technology to look into the storage habits of the country."
The campaign already underwent a soft launch, however its main run will take place between March 21st and March 25th.
Trend Themes
1. Home Organization - Disruptive innovation opportunity: Develop smart storage solutions that help people easily locate important documents like passports.
2. Gamification - Disruptive innovation opportunity: Create interactive games and challenges that engage consumers and promote brand loyalty.
3. Cutting-edge Technology - Disruptive innovation opportunity: Explore innovative technologies, like augmented reality, to enhance customer experiences in the organization and storage space.
Industry Implications
1. Furniture Retail - Disruptive innovation opportunity: Design furniture that integrates smart storage solutions, catering to the growing demand for organized living spaces.
2. Travel and Tourism - Disruptive innovation opportunity: Develop travel experiences that leverage gamification to engage customers and create unique vacation incentives.
3. Technology and Software Development - Disruptive innovation opportunity: Build cutting-edge software solutions that utilize artificial intelligence to assist in organizing and locating personal documents.
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