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.

Solution: A direct mail visualisation tool 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 directly into the customer’s home, offering a more ‘human’ approach - it’s always exciting to get something unexpected in the post! It also mimics the iconic IKEA flatpack, reinforcing brand associations.

The direct mail solution arrives in a box that is small enough to fit through the letterbox so there are no delivery issues. The box is printed
lithographically onto 540gsm recycled boxboard to conform to IKEA’s environmental policies.

The pack contains acetate item swatches which are placed into the visualisation frame. Each swatch features a key piece from the current catalogue.

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 and is also an important way for IKEA to communicate the quality of their products.

Item information is provided in the pack along with a current IKEA catalogue. Information is also provided on the IKEA website
, contact information and store details. 

All content © copyright Rachel Wells 2011. All rights reserved.