This month IKEA has launched an interactive billboard in the subway in its native country to encourage kids and adults to play more together.
Subway station Hötorget in Stockholm has recently turned into an ideal place for cool interactive digital billboards. Just remember the “Coke-moji” ad that recognises a facial expression of passersby and shows their emotions on the screen made by Coca-Cola. It was installed on the same station!
This time IKEA goes further, introducing a new version of a creative game to surprise and bring joy to morning commuters of Stockholm while waiting for their trains. Who of us can resist playing dominos on the interactive billboard? Personally, I think it’s not easy!
What interested me is that as soon as people touch the display, a row of dominos starts falling on the whole screen and then continues via a number of digital billboards in the subway station. It’s simply amazing!
This billboard was done to promote ‘LATTJO’, IKEA new play collection in a funny way. The name of the game wasn’t chosen casually, because LATTJO means fun in Swedish. By the way, we can see the message on the billboard “Have a LATTJO (fun) day!” (in Swedish “Ha en LATTJO dag!”) that invites passersby to join in and play.
The collection was born with the goal to inspire people to play more together, not depending on their ages.
“Play is a universal language, cross borders, cross generations. Through play we connect with each other and build relations – having fun at the same time. And it’s just as important for adults as for children. Research shows that the joy of doing something without a specific purpose, like playing, releases stress and fuel our creativity and imagination.”
LATTJO product developer
I find the idea of this billboard stunning because playing makes you feel great! 😉
Read more about IKEA
Read more about interactive billboards
Read more about subway advertising
Read more about Ambient Marketing