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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

IKEA China Takes Its 'Let's Play For Change' Campaign Directly to Homes Everywhere

04/06/2020
Advertising Agency
Shanghai, China
396
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IKEA China campaign aims to help alleviate boredom for stay-at-home children

IKEA believes home is the most important place in the world and children is the most important people at home. Every year, IKEA China has held its 'Let’s Play' campaign to address the power of play and sparks the fire of a child’s development and learning and most importantly to support more children’s right to play with the donation generated by this campaign.

With so many families staying at home due to the Coronavirus outbreak, IKEA China planned and adopted an innovative way to take its annual message of play directly to homes throughout the country.

This spring, IKEA China brought the campaign online. The 'Let’s Play' platform sits mainly on a mini-program within Wechat, but also includes in-store consumer events as stores began re-opening since March. The 'Let’s Play' campaign not only serves to foster a child’s development and learning through the benefits of play, it also serves good causes as a portion of the campaign’s proceeds will be donated to the China Population Welfare Foundation (中国人口福利基金会).

The IKEA 'Let’s Play' platform has monthly themes connected to activities and games that are unlocked monthly, recording every player’s score within a specially designed IKEA passport, linked to every participant’s Wechat account. Winners of each play activity are awarded medals that will eventually be converted into charitable contributions. The more you play, the more you give back to society.

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