IKEA India: How A Gamified Catalogue Made An Unknown Brand Come Alive

IKEA, a furniture retail company, used virtual reality to transform the car journey to its newly opened store in Hyderabad, to encourage footfall and brand awareness in India.

The Summary

IKEA decided to enter India in the offline furniture retail market – a category considered boring and inconvenient - by launching its firstever Indian store in Hyderabad (a city where most people didn't even know about the brand).

We figured out a way to address the biggest barrier, i.e. what people thought a typical furniture store was like - boring, inconvenient and not very trustworthy. And we challenged it by positioning IKEA as a store which, instead of selling furniture,

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