Brand: IKEA UK
Lead agency: Proximity London
How do you make sofa planning exciting? By making IKEA famous for its hidden everyday creativity.
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 of IKEA.com's 250,000 daily visits were to use the tool, hardly the basis for a viral meme.
Patience was a virtue.
Proximity employed social listening to wait for anything interesting to crop up that could be turned into something major.