IKEA Thailand’s Flooded Room Campaign: A Powerful Response to Crisis 

“To Make the House feel like their Home again” 

Nowadays, media makers who can integrate their content into audiences’ lives will remain visible in society, as it connects to emotions and drives engagement through storytelling. However, selecting content and context that are not too intrusive or inauthentic remains a major challenge for many companies but not for IKEA.

When natural disasters occured, communities often rely on governmental and non-governmental organizations for aid. However, in recent years, businesses have played an increasingly vital role in providing relief and support. One such example is IKEA Thailand’s innovative “Flooded Room” campaign, which not only raised awareness about the devastating floods in northern Thailand but also provided practical assistance for affected families. With the collaboration of VML Thailand,  the Mirror foundation and IKEA effectively combined to communicate an engaging message and promote concrete action by combining marketing, AI technology, and corporate social responsibility.

This article explores the concept, execution, and impact of IKEA’s Flooded Room campaign, shedding light on how businesses can use creative media to drive communities change among the society

Background: The Flood Crisis in Northern Thailand

Flooding has been a recurring concern in Thailand for many years, and most of the citizens can tell how severe it can be for Thais. In late 2024, torrential rains caused major floods in northern provinces, displacing thousands of households and causing property damage. Many individuals lost not only personal things, but also basic household items like furniture and appliances. Local organizations initiated relief operations right once, but the scope of the disaster necessitated widespread assistance from several sectors, including companies. Recognizing the need for immediate support, IKEA Thailand developed a campaign that would leverage its brand presence and connect customers in meaningful ways. This program, fittingly titled “Flooded Room” would go beyond usual corporate gifts to invite direct participation from the people.

The Concept: Turning Showrooms into Flooded Homes

At the heart of IKEA’s campaign was a striking visual transformation. Using AI technology, IKEA took its well-known, perfectly staged showroom images and digitally altered them to appear as though they were submerged in floodwater. The flooded rooms mirrored the devastation faced by real Thai households, creating a strong emotional connection with the audience.

These visuals were not only displayed in online ads but also placed in IKEA stores and across social media platforms, ensuring maximum visibility. The message was clear: just as IKEA’s showroom setups represent the ideal home, these flooded versions reflected the harsh reality many families were experiencing. The campaign successfully evoked empathy, prompting customers to consider how they could help. By Avoiding the use of real photos will help to avoid hurting those families who have been affected by flooding. 

Encouraging Action: Donations and Buyback Programs

While raising awareness is essential, IKEA Thailand took an extra step by enabling customers to take immediate action. The campaign introduced two key participation methods:

1. Furniture Donations: Customers were encouraged to donate their used IKEA furniture, which the company would collect, refurbish if necessary, and deliver to families in need. IKEA partnered with The Mirror Foundation, a well-established Thai organization known for disaster relief efforts, to ensure that donated furniture reached the right households.
2. Buyback Program: Recognizing that not all customers could donate furniture directly, IKEA offered a buyback program where customers could return their old furniture in exchange for store credit. The returned items were then provided to affected families at no cost. This approach not only helped flood victims but also aligned with IKEA’s sustainability goals by promoting the reuse of furniture.

These strategies transformed the campaign from a simple awareness initiative into a functional relief effort, demonstrating IKEA’s commitment to making a real difference.

Execution and Impact

One of the most impressive aspects of the Flooded Room campaign was its speed. Within 24 hours of the flood disaster, IKEA and VML Thailand had conceptualized, designed, and launched the initiative. The use of AI technology played a crucial role in this rapid execution, allowing for the swift creation of compelling visual assets. 

VML wants AI to produce the most accurate image of a flooded room giving a peek of Thai home style by using AI-generated photos. It also visualizes which room is for how many people, for whom, and helps the audience to determine themselves standing in that room to fit the IKEA goal. Beyond public engagement, the tangible impact was substantial. More than 2 million people contributed to help and thousands of furniture pieces were collected and distributed to affected families, helping them rebuild their homes. IKEA’s collaboration with The Mirror Foundation ensured that aid was delivered efficiently, maximizing the benefit to those in need.

The Role of AI in Social Campaigns

The use of AI-generated images in the Flooded Room campaign highlights an emerging trend in digital marketing leveraging AI to create impactful visuals that resonate with audiences. Traditionally, disaster relief campaigns rely on real photographs of affected areas to drive emotional responses, which might make the victim feel more depressed about the disaster. While effective, these images can sometimes feel distant to audiences who are not directly experiencing the crisis.

By modifying IKEA’s showroom images to depict flood damage, the campaign made the issue feel more immediate and personal. Customers who had visited IKEA stores and seen those very setups could now imagine their own homes in similar distress, making the call to action more compelling. This creative use of AI not only enhanced the campaign’s emotional appeal but also demonstrated the potential of technology in driving social impact.

Global Achievement in the Advertisement Industry

This series of advertisements earned high praise at ADFEST 2025, one of the world’s leading advertising festivals, held under the theme COLLiDE. In a world increasingly shaped by connection and disruption, COLLiDE celebrates the beauty of chaos and the magic that emerges when diverse minds intersect.

IKEA’s More Than Home (The Flooded Room) campaign didn’t just participate, it won 3 bronze trophies in the Media Lotus, Direct Lotus, and Outdoor Lotus categories. This recognition underscores the powerof media in creating a profound connection between brand empathy and society.

Lessons for Businesses: Marketing with Purpose

IKEA Thailand’s Flooded Room campaign serves as a case study in how businesses can use their media by making meaningful social impact. Here are some key takeaways for other brands looking to integrate purpose-driven initiatives into their marketing communication strategies:

1. Authenticity: Customers respond best to campaigns that align with a company’s values and brand identity which touch their emotion. IKEA’s focus on home and living made its involvement in disaster relief feel natural and genuine.
2. Actionable Solutions Drive Engagement: Awareness is important, but providing clear ways for the audience to take action increases participation. IKEA’s donation and buyback programs made it easy for customers to contribute.
3. Speed is Essential: In crisis situations, timing is everything. By launching the campaign within 24 hours, IKEA demonstrated its ability to act swiftly, making its response feel immediate and relevant. Or called as “economic of speed”
4. Creative Storytelling Amplifies Impact: AI-generated flooded rooms turned a basic message into a strong visual experience, hence guaranteeing the campaign’s uniqueness.. Making people understand more about how much its affect those families
5. Collaboration Enhances Effectiveness: Partnering with The Mirror Foundation allowed IKEA to efficiently distribute aid, ensuring resources were used effectively.

This IKEA Flooded Room campaign is an excellent illustration of how businesses can utilize creative marketing to push social change and take action during times of disaster. By merging AI-powered images with customer participation initiatives, strategic partnership, and CSR. IKEA not only raised awareness about the floods in northern Thailand, but also provided actual aid to afflicted families. They also used advertising to generate a profit while still serving a cause.

Despite the campaign’s success, some may question whether it exploits Thai people’s disasters and losses for Ikea’s profit. Does it evoke genuine empathy or merely pity ? If you find this ad when you are shopping at Ikea will you stop and take any action ?