PlayVember
Events & Experiential ActivationsOgilvy created PlayVember for IKEA, a month of daily play challenges plus in-store playable posters that got kids to swap screen time for hands-on making.
Case in 60 seconds
IKEA wanted kids and parents to swap screen time for hands-on play and to bring its the-fun-is-in-the-making philosophy to life.
Little hands that used to be tapping iPads had drifted from making things, and families needed an easy reason to put screens down.
Run PlayVember, a full month of daily challenges kids and parents answer using things around the home.
Ogilvy released a new challenge each day and gave away in-store playable posters kids could turn into toys like hoops, catapults, and kites.
No metrics are reported on the source page; participation, reach, and store impact are not disclosed.
Strategy Breakdown
Creative & Execution System
Assets & channels
- Daily play challenges across the month
- In-store playable posters (basketball hoops, catapults, kites)
- At-home makes such as drum kits, superhero capes, storybooks, and badges
Partners
- Ogilvy (Ogilvy UAE / Memac Ogilvy)
Participation mechanic
- Kids and parents answered each daily challenge using things around the home and made toys from in-store posters
Creator role
- Not disclosed
Why Ogilvy's strategy worked
- 1
Turning the fun-is-in-the-making philosophy into a daily challenge made the belief something families could actually do.
- 2
A month-long, low-cost, at-home format made participation easy and repeatable.
- 3
In-store playable posters tied the at-home activity back to IKEA's stores and products.
- 4
Framing play against screen time gave parents a clear, relatable reason to take part.
Results
10M+
Views
5M+
Impressions
20K+
New followers
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate