Narrow Door has partnered with IKEA to turn their 50th anniversary into a campaign with a joyful, gamified discovery of product longevity. 

Campaign Name 

⁠IKEA Find the Hidden Tag: Celebrating 50 Years of Companionship (伴世紀慶生)

Campaign Headline

IKEA傢俬 愈老愈Best
搵到最早出世傢俬 送你全屋大改造

IKEA Furniture Old but Gold
Find the birth certificate of your oldest and dearest, and win a full-home makeover!

Campaign Objectives

To celebrate IKEA’s 50th anniversary by generating massive public participation and brand buzz, while solidifying its reputation for product longevity and reinforcing its role as a lifelong home partner across generations.

Target Audience

⁠Hong Kong households owning IKEA furniture, including families, young adults, nostalgia-driven customers, and socially active users.

Marketing Strategies – Authenticity is Key

• Gamified Public Hunt (IKEA傢俬愈老愈Best): Invite the public to hunt for the Hidden Tag (出世紙) on their oldest IKEA items. This direct mechanic transforms customers into active brand advocates and generates massive participation. 
• User-Generated Storytelling: Flip the “new is better” mindset by showcasing customers and their long-lasting IKEA furniture. Their authentic stories create powerful proof of product longevity and build the campaign’s narrative on emotional, real-world experience.
• Phased Content Rollout: Drive ongoing engagement by sequencing content from launch teasers to durability proofs, culminating in heart-warming user stories.

Medium of Promotion

• Digital
• Social