WHERE LIFE HAPPENS
IRRESISTIBLY POINTLESS TRUEVIEW ADS
We turned those annoying Youtube ads that you can’t skip into something people just couldn’t resist.
Ikea – Irresistibly pointless trueview ads CASEFILM
With the concept "Where life happens" IKEA want to show that they understand how people live in the real world, their joys and worries of the everyday. This also goes for how people react to ads.
Most people are irritated by ads on Youtube, even the ones you can skip after 5 sec. In our ads the actors are so aware that the content is boring that they beg you to skip them. Although the films are 6–8 minutes long there is absolutely no reward in the end. Just eventless everyday life in some ordinary guys lives.
The average viewing time of the ads was 3 minutes, a remarkable result far above industry standard. Some 39 % of the viewers even watched the whole ads. The mechanism behind this reversed psychology in advertising used by IKEA caught worldwide attention from media such as FastCompany, Forbes and CNBC News.