We were encouraging Australians to put their old furniture on notice and get involved with their homes. But traditional media would only go so far. We wanted people to have a go for themselves. So we took the idea to the streets. The whole nation woke up to find IKEA flat packs in unexpected places, printed with clues to what was inside. In partnership with radio stations nationally, we steered people towards flat pack locations. It was all was up for grabs, for anyone prepared to have a go. And have a go they did.

The campaign received coverage across radio network nationally. As the furniture disappeared from the streets, it reappeared online on blogs, Flickr, Twitter and Facebook. The campaign contributed to an increase in store visitation of 13% and a corresponding sales increase of 6%.