Brief: Inspire a wave of boundless change in peoples' homes. (D&AD 2010)
Target audience: People whose homes are in need of a change, big or small. Whatever changes the audience wants to make, they’re not getting round
to them on their own, they need a friendly nudge. But IKEA don’t want to get on their backs, they’re on their side. They want to inspire and encourage
them by celebrating the liberating activity of revitalising their homes.
Solution: A direct mail visualisation frame that allows the customer to try out the new season's key pieces in their home right before their eyes. Rather
than using a digital solution, which would have represented a surreal realm, the physical format of the solution means the IKEA brand and furniture
is taken right into the customer's home directly. This offers a more realistic, interactive and 'human' approach.
The direct mail solution arrives in a box that is small enough to fit through the letterbox meaning there are no delivery issues. The box is printed
lithographically onto 540gsm recycled boxboard to conform to IKEA's environmental policies. The box style mimmicks the iconic IKEA flatpack.
The box includes a visualisation frame, acetate swatch packs and an information sheet. The swatches are categorised into key furniture groups.
The customer is instructed to build the frame to begin visualisation. The interactive nature of the box represents IKEA's key brand values of fun and
friendly solutions. The box sparks an immediate postive relationship between the brand and the customer.
The acetate swatches are then selected by the customer and placed into the frame. Multiple acetates can be used on top of each other to build up
an entire look for a room.
Once the customer is happy with the acetate arrangement, the visualisation frame is ready for trial.
On raising the frame to eye level, the customer is able to see what the furniture pieces would look like in their own home. The frame immediately
sparks the customer's imagination and encourages creativity and exploration into interior design for the home whilst promoting IKEA furniture.
The back of each swatch is tactile so the customer can touch and feel the type of material the furniture is made from. This offers a sensory
experience in which the customer can essentially try before they buy. It is also an important way for IKEA to communicate the quality of their products.
Once the customer is happy with the items and wants to find out more, they are able to use the number system to find corresponding information.
The information sheet provides essential info on the price and dimensions of each piece of furniture. It also provides information on the IKEA website
and contact information and also store details so it is clear to the customer where to go next.
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