With the concept “Where life happens” IKEA wants to show how they’ve always been inspired by how people live in the real world. In a nation wide integrated campaign we dramatized how IKEA can help solve or improve all kinds of emotional everyday problems. That goes for life on the Internet too. In real life you seldom tap a mobile banner ad out of interest. In fact, surveys state that most Banner Ad clicks are accidental. So why not show that even a banner can be perceptive? IKEA is where life happens, even when it’s a mistake.