Wieden + Kennedy Shanghai’s Ikea promo rewards customers for putting their phones away

For Chinese New Year, Wieden + Kennedy Shanghai came up with a phone detox challenge for Ikea. It involved creating a digital store called Ikea Mini within popular social networking app WeChat, which has a billion active users in China.

The products on the store within WeChat were available against a ‘time tag’ instead of a price tag. People were expected to stay away from their phones for half an hour or more depending on the value of the product.

Staying the course meant being rewarded with a certificate for being “a great family person” and discounts on Ikea products.

It was Ikea’s way of ensuring that people who frequently travel vast distances to spend time with family during Chinese New Year, do not get distracted by or sucked into their phones.

Wieden+Kennedy creative director Okan Usta said: “We basically created a hack within your phone that rewards you for not using it. 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.”



VP of marketing: Lukas Ostrowski

Country external communication manager: Yvonne Yin

Advertising specialist: Marita Landin

Social media specialist: Shenqi Ye

W+K Shanghai:

Executive creative director:  Ian Toombs, Vivian Yong

Creative director: Okan Usta

Art director: Uty Chen

Copywriter: 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

External credits:

Digital developer: Debby Li, Rain Li



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