In Portugal, IKEA has been a household name since its first store opened in 2004. But long before that, in the 1980s and 1990s, many Portuguese families traveled to Madrid to bring IKEA furniture home. Decades later, much of that furniture is still in use—yet globally, IKEA faces a persistent perception problem: its products are seen as disposable or short-lived.
To challenge this misconception, IKEA Portugal partnered with Uzina Lisbon to launch the **“Hidden Tags” campaign” in May 2024
Campaign Overview
Hidden QR Codes: IKEA placed QR codes inside old furniture pieces still in Portuguese homes.
Consumer Activation: When scanned, the codes revealed stories of the furniture’s age, origin, and durability.
Digital Integration: Each scan connected to IKEA’s online platform, reinforcing the message of longevity.
Storytelling Angle: The campaign highlighted real Portuguese families who had kept IKEA furniture for decades.
Campaign Objective
Prove IKEA’s durability by showcasing furniture still in use after decades.
Reframe brand perception from “throwaway” to “long-lasting.”
Engage consumers interactively through QR codes hidden in old furniture.
Strengthen IKEA’s sustainability narrative by highlighting longevity as part of its design philosophy.
Execution
Furniture Hunt: IKEA identified homes with furniture dating back to the 1980s and 1990s.
QR Code Placement: Hidden tags were discreetly added inside drawers, under tables, or behind cabinets.
Interactive Experience: Scanning the tag revealed the product’s history, age, and a message about durability.
Hero Film: A campaign video showcased families discovering the hidden tags and celebrating their furniture’s longevity.
Social Media Push: Clips of these discoveries were shared across Instagram and TikTok, encouraging others to check their own IKEA pieces.
PR Coverage: Advertising and lifestyle media amplified the story, reframing IKEA as a brand of lasting value.
Brand Impact
Durability Proof: The campaign provided tangible evidence that IKEA furniture lasts decades.
Perception Shift: Challenged the “disposable” stereotype, reinforcing IKEA’s sustainability and quality.
Cultural Connection: Tapped into Portuguese nostalgia—families who had traveled abroad for IKEA furniture became part of the narrative.
Earned Media Buzz: Widely covered in advertising press, praised for creativity and authenticity.
Awards & Recognition: Shortlisted at The One Show 2025 in Non-Traditional & Guerrilla Marketing
Results
IKEA Hidden Tags resulted with an average furniture age of 18.5 years, uncovering a 55-year-old IKEA piece in Portugal, while driving a +14% sales increase. The campaign also delivered 31% of total sales from new IKEA members and a +42% surge in loyalty program sign-ups, successfully turning product longevity into measurable business growth.
Lessons Learned
Interactive storytelling builds credibility. QR codes turned old furniture into proof points.
Nostalgia drives resonance. By spotlighting decades-old pieces, IKEA tapped into emotional memory.
Purpose-led creativity wins. Linking durability to sustainability strengthened brand trust.
