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...