IKEA: Make small spaces big

LIDA

The team

Nicky Bullard – Executive Creative Director
Paul Grizzell – Art Director
Marie Cleland Knowles – Copywriter
Adrian Baker – Senior Digital Designer
Rory Smith – Senior Strategist
Elizabeth Gladwin – Senior Data Strategist
Jonathan Goodman – Managing Partner
Alon Stock – Account Director
Kate Addis – Account Manager
Chris Cannacott – Senior Project Manager
Matthew Kirk – Front End Developer

Other contributor

YellowBird Production – Production company

How did the campaign make a difference?

IKEA leads the market in affordable, flat-pack furniture, but isn't recognised for its home furnishing expertise. By showing customers how to find space for all their stuff, this campaign welcomed 285,000 unique visitors, with over 82% having a nose around two or more rooms. This led to 5.8% higher additional sales than previous campaigns.

What details of the strategy make this a winning entry?