Cook This Page.
When it comes to cooking dinner, most people find new foods and recipes intimidating. So we set out to prove that getting creative in the kitchen can be deliciously simple. During the IKEA kitchen event, Cook This Page Parchment Paper Recipe Series posters were hung in stores for people to take home and follow. With the recipes printed on cooking paper, people just had to fill in the ingredients blanks, roll it, cook it and eat! Illustrations were inspired by the dish and each recipe incorporated IKEA food items.
Our Allen Key spot shows that there’s a lot more to IKEA than you might think. It shows the philosophy behind IKEA’s product design, where everything ladders up to a greater human purpose: to create a better everyday life for the many people. It’s a purpose that fuels IKEA to not just make things, but to make things better.
Here we bring an often-underappreciated part of IKEA into focus - the smaller products sold in Market Hall. You might know Market Hall as that place you finally get to after going through the windy path of IKEA showrooms. But it’s actually a downstairs full of smartly designed little wonders that alone, are worth making a trip to IKEA.
Dining With IKEA.
In this day and age, even when families are under the same roof, quality time is scarce, and their connected lives actually make them even more disconnected. In this spot, we show how the Dining Room table is actually the perfect place to bring the family together for meaningful quality time.
IKEA’s Hyperlapse Banner.
With only 12 IKEA stores across Canada, there’s a perception the IKEA is “hard to reach”. So IKEA launched Pick-up points closer to people’s homes. To show how accessible these really are, we created personalized Hyperlapse video banners that showed stitched-together Google Streetview images of the journey from a user’s location to the nearest Pick-up point…drive time included. Each banner was a unique experience and engagement rates were 3x the industry standard.
Kitchens That Can Handle Everything & Everyone.
Our feared and revered Italian Nona is back in her element to, once again, help us promote the IKEA Kitchen Event. This time she holds court over a kitchen full of food and family because, as IKEA’s new platform states (and Nona confirms), It Starts With the Food.
The Rules That Make a House a Home.
Here’s the thing about house rules that this campaign idea for IKEA brings home, beautifully: Every home has them. And they’re what let us express our unique personalities within our four walls.
#HouseRules gives us a chance to showcase IKEA’s awesome collection of housewares for every room that, just like those rules, turns a house into one’s unique home.
Kitchens That Can Please Anyone.
To bring to life the fact that there’s no compromising needed when you install an IKEA kitchen, we turned to the toughest kitchen critic around to endorse our claim. One who’s universally acknowledged as a feared and revered authority on the subject – the Italian Nonna.
IKEA Opens Bedroom Doors.
Our work on IKEA centres on bringing to life rich insights about life at home – and thankfully there are many. When it came time to make a new TV spot promoting the IKEA bedroom event, we came up with another one to which we think everyone can totally relate. Think about it. When people come over to your house, what’s the one room you close the door to? If you answered ‘The Bedroom,’ you should really probably just watch the spot.
“Long Live The Home.”
Our work on IKEA has helped significantly shift the brand in the market and set the stage for a new era of growth. Our creative work addresses every area of communi-cation --- from broadcast to experiential events that drive buzz and traffic.
Every year on July 1, nearly a quarter-million Montrealers move. They call it Moving Day, and with so many on the move at once, it’s nearly impossible to find moving boxes. To make their day easier, we created and gave away 11,000 IKEA Moving Boxes. An IKEA meal coupon was printed on the box, along with ideas for using the box afterwards. Even the delivery truck resembled a box. People followed the truck’s route on Twitter to request a box drop-off.
IKEA was opening a store in Winnipeg, a market where only 17% of people knew about IKEA. To have a successful opening week, we educated people about what makes IKEA unique (style, variety, quality, shopping process, product assembly, etc.). The campaign included print, outdoor, experiential acts and more. The opening surpassed first week sales goals and the average ticket was 22% above average. Proof that people were educated and ready to shop.
IKEA opened a new store in Richmond, BC and wanted to attract 10,000 people on opening day. Problem was, how to get that many people there on a Wednesday morning? Our solution? Coupons have been used to drive people to stores for decades. And they work. So, we turned men, women, children, truck drivers, nail salon workers and everyone else into coupons. Or, as we called them, Hüman Coupons. All you needed to get up to 60% off...was you.