Ikea

Lisa Aitken

There have been plenty of planning papers written about how the intelligent interpretation of research findings provided a springboard to great creative work. This isn't one of those. This is a paper about a more unusual planning approach: how a research methodology became a creative idea. It tells of how by moving in with Australians, observing how they really live, what makes a difference in their daily lives at home and by creatively tapping into the fundamental importance of home in all our lives and to our happiness, we were able to find a credible and believable way of making a Swedish home furnishings brand more relevant to everyday life Down Under. And so, put IKEA on track to becoming a leader in Australian life at home.

A GLOBAL BRAND WITH AMBITION

IKEA is the world's biggest home furnishings brand. It's claimed 1 in 3 Europeans are now conceived in an IKEA bed. However its ambition in Australia is less biological, more ideological: become leader in life at home and lead the market not just in terms of share, but be synonymous with home and home furnishings.

AUSTRALIA, A MARKET WITH A DIFFERENCE