IKEA

The app that lets you take only one picture

Challenge

IKEA launched a new Photography Collection in Belgium. We had to overcome the misconception that because of the rise of smartphones, photography became a lesser art form.

Idea

We gave Belgians a unique challenge that could make them part of the Photography Collection. We launched KLIKK, an app that allows you to take only one photo. No filter, no edits. As soon as you clicked, your photo was uploaded. No second chance. Making Belgians conscious again about the skill it takes to shoot a good photo.

Results
  • 44% of the app users are returning users. Meaning they took their time to think about their photo, or came back for inspiration.
  • One day after launch KLIKK overtook popular photo apps as Hipstamatic & VSCO in the Belgian app store.
  • +210 mentions in both specialized photography media and general press, leading to 155 million impressions.
  • We raised the conversation on social media where the subject was generously discussed and on France’s and Belgium's most important morning show TÉLÉMATIN.
  • We initiated 5220 people to the real art of photography. Those people spent near to 3 qualitative minutes getting informed on the subject by checking out the app and most importantly the IKEA Photography Collection.

“Bringing thoughtfulness back to the art form.”

ADWEEK

“This New Photography App From IKEA Ain't Got No Time For Filters.”

THE DEBRIEF

“IKEA saves a dying art.”

branded3

1.126 photos were shot with KLIKK. Please enjoy a small selection below.

The winning photos

A professional jury of leading Belgian photographers and chief editors of national newspapers selected the winning Photo. It will be printed on 1.000 copies and it will be added to the official IKEA photography art collection.



2nd place
Oraya Thibaut
LACHER DE BALLONS POUR LES ATTENTATS DE BRUXELLES
1st place
Laura Bayens
MIDNIGHT BLUE


3rd place
Andy Schwartz
SUNSET

The jury

A professional jury of leading Belgian photographers and chief editors of national newspapers selected the winning Photo. It will be printed on 1.000 copies and it will be added to the official IKEA photography art collection.

Stijn De Wolf

Stijn De Wolf

Anne Boulord

Anne Boulord

Jan Hoet Jr.

Jan Hoet Jr.

Xavier Canonne

Xavier Canonne

Bieke Depoorter

Bieke Depoorter