IKEA UK: Soffa Sans

IKEA, a furniture retail company, increased usage of its sofa planning tool by launching a downloadable, usable font built from 38 different sofa configurations.

Campaign details

Brand: IKEA UKLead agency: Proximity London

Campaign Overview

How do you make sofa planning exciting? By making IKEA famous for its hidden everyday creativity.

Strategy

Everything IKEA does has hidden creativity that solves problems, such as dishwasher water pooling in upturned cups; the Swedish retailer's cups have a groove that drains liquid.

All part of its "wonderful everyday" design philosophy.

Of course, it's hard to get people to see this type of creativity - never mind talk about it. But IKEA wanted people to make some noise about its sofa planning tool.

Sadly, only 50...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands