2014 — IKEA — GGH MullenLowe

An IKEA campaign by people for people.

The challenge

IKEA doesn't just sell furniture, it sells real solutions for life at home. You can't achieve that if you only think about furniture. You can only achieve that by thinking about people. As part of the annual campaign, IKEA therefore asked itself how to make time together at home even more intense, even more exciting and even more beautiful. But first you have to know what people actually want.

The idea

Home is the place where you can do everything you want. A place to live, to love, to laugh. But for all this, you need something that has got rare these days: time. To find out, we simply asked them and turned their answers into a really big digital campaign.

Step 1

Asking the people

With a small survey, IKEA asked the people what can make their homes more beautiful. A dialogue between friends, without social monitoring or dry market research. Instead, with questions and animations that are fun. At home and on the move.

Each participant received a collage with a personal rating. Perhaps this is another reason why this survey worked so well and why we gained so many great insights.

Step 2

Spreading the campaign

Incidentally, the data collected formed the basis for the second stage of the campaign. In blogs and via Facebook, users further developed and spread the campaign and even contributed ideas for our films.

By people for people

The answers to the survey resulted in illustrations that were shared thousands of times and spread further. The result was a campaign by people for people.

The result

An integrated campaign from A to Z. For the most important place in the world, our home.

72 %

of all microsite visitors took the time to answer our questions.

9.5 minutes

a user spent on the website on average.

85 %

completed the survey to the end. The result of a dialogue at eye level.

My role

Based on the initial survey by Pascal Czerlinski, I was responsible for the campaign website, weekly new small surveys and their transformation into shareable illustrations.

Creative team:
Jan Wiendieck, Nils Gallun, Matthias M. Müller, Boris Grunwald, Pascal Czerlinski a.o.

Don't be shy, say hi.

+47 90508105

robert@stoof.design

Connect on LinkedIn