Ikea teams with Skype for live passport scramble challenge

Swedish stalwart Ikea has partnered with Skype to host the Digital Doorstop Challenge – a competition-led campaign that challenges consumers to locate their passports in 30 seconds.

A specially selected group of Skype users will be tasked with finding their passport at home in half a minute or less. The challenge will be monitored through Skype’s live video system, and those that succeed will win a ‘dream’ holiday - worth up to £450.

The users will be surprised with a banner ad on-screen inviting them to take part in the Ikea Passport Challenge. Those that accept will be asked to activate their webcam, before being given 30 seconds to show their passport to the camera before the buzzer sounds.

Those who fail the challenge will be gifted with an Ikea Lekman storage unit as a consolation prize.

The challenge falls under the wider Joy of Storage campaign currently running across advertising, PR, social and consumer relationship management. It will go live on 21 March and run between 6pm and 10pm every evening until 25 March.

Laurent Tiersen, Ikea UK and Ireland marketing manager, said: “As the weather begins to warm up, people will be thinking of where to go on their holidays. We wanted to appeal to people who are dreaming of sun, sea and sand by challenging them to show us that good storage means they have a home for all the things they love and know exactly where their passport is.

"The Passport Challenge is a way for us to use cutting-edge technology to look into the storage habits of the country – rewarding those who have found the special joy that comes with having a home for all the things you love and helping those who have yet to find it."

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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