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THE IKEA (HE)ART SCANNER - IKEA
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THE IKEA (HE)ART SCANNER - IKEA - Furniture

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Title: THE IKEA (HE)ART SCANNER
Brand: IKEA
Product: Furniture
Entrant Company: Ads & co bvba Belgium
Agency Network: Ogilvy Social.Lab Brussels
Client: IKEA
Description: IKEA launched a limited Art Event Collection, handmade rugs, designed by contemporary artists. In Belgium there were only 109 rugs available. Unfortunately, such a limited quantity creates a perfect scenario for opportunists. In other countries people were buying several carpets at once, simply to re-sell them for a big profit on eBay. The IKEA pop-up experience in Paris even ended up in a brawl. IKEA Belgium believed that only people who were truly touched by the rugs should be eligible to buy it. But how could we know if a person was touched by a piece of art? So we created the IKEA (HE)ART SCANNER. The 8 rugs were exposed in a "black box". Consumers had to wear a headset before they entered the box where they could discover the collection, 1 rug at the time. The headset, an EEG detection device, adapted to work with our tailormade code, was able to detect beta and gamma brain waves, electrical body responses and heartbeat. When people looked at a rug, our specially designed algorithm captured and analyzed brain and body reaction data in real time. This data was then promptly translated into an uplift score, which was projected next to the rug they just saw for the first time. Only if there was a significant emotional reaction to a specific rug, it could be bought. Consumers could experience a totally new and fair way of buying, in real time. With this concept, we managed to counter the typical ‘first come first served' principle and instead recognize the value of art and the connection people have with it.
URL 1 (optional): https://wetransfer.com/downloads/a7934a9a88dcc1e8883681f749cc6c3420190828160944/2eca0f