Ikea Banner Ad Assumes Your Fat Thumbs Accidentally Clicked It

Ikea Banner Ad Assumes Your Fat Thumbs Accidentally Clicked It
B&T Magazine
By B&T Magazine
SHARE
THIS



IKEA’s latest digital campaign builds on the idea that banner ads suck and you probably clicked it accidentally.

The campaign by Swedish agency Åkestam Holst takes an honest look at banner advertising. “Who doesn’t click these things 24/7 by mistake? No one. If you’re inspired by people’s everyday lives, you need to acknowledge that, even in banners,” Åkestam Holst creative director Magnus Jakobsson said.

IKEA cites research suggesting that over 60 per cent of clicks are accidental, and down to “fat thumb syndrome.” B&T reported on the 2015 study in January last year, the research from location-based mobile and digital company Retale found that a majority of mobile users are accidentally clicking on mobile banner ads because of the small screen size, fat-thumbs or finger slippage.

According to the study, respondents said they were either annoyed (68 per cent), frustrated (45 per cent) or angry (22 per cent) after accidentally clicking on a mobile banner ad; only 6 per cent said they would feel calm, satisfied (5 per cent) or excited (3 per cent).

The IKEA Perceptive banners greet you with messages like “Really, are you sure?” and “Oh, did you tap by mistake. That Happens?” rather than taking you somewhere you didn’t really want to go.

Check out the case study below:

 

“When your business idea is to make people’s everyday lives a little better, you wouldn’t like to annoy them unknowingly. But mobile banner ads do! With these perceptive banners, Ikea found a way to acknowledge that” adds copywriter Mark Ardelius.

CREDITS
Client: Ikea Sweden
Agency: Åkestam Holst

Please login with linkedin to comment

Ikea Sweden

Latest News

Netflix Questions Potential Australian Content Requirements
  • Media

Netflix Questions Potential Australian Content Requirements

Streaming giant Netflix has questioned the feasibility of local content requirements in its submission to the government’s ‘Supporting Australian Stories on Our Screens’ options paper review. The review follows the ACCC’s Digital Platforms Inquiry, from which the government identified existing Australian content obligations as a topic of interest in the development of a platform-neutral regulatory […]

Recommended

by B&T Magazine

B&T Magazine
Clems Sydney Brings Back D-D-Demazin
  • Campaigns

Clems Sydney Brings Back D-D-Demazin

Can't afford Celeste Barber for your next campaign? Why not hire a Celeste Barber clone like this ad has clearly done.

Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.