IKEA’s target audience is very broad but one thing they have in common is: they all search for great design for affordable prices. But when the audience gets used to lower prices, sometimes they forget just how good of a deal they have in their hands. So in 2016 with a limited budget and a big insight IKEA decided to remind its customers only in IKEA you get beautiful Swedish design for as little as a few cups of coffee or some toothpastes. “IKEA. It’s that affordable.” campaign shifted people’s perceptions and in 2017 we picked up where the campaign left off, as our client gave us the task to build on the idea of a new currency made of the least expensive things in our lives.

To show how affordable Ikea products were we took the price and turned it into a new currency. A stool equals 3 coffees. A table five packs of toothpaste. A cupboard equals 5 pizzas. This way our customers understood that you get a whole lot for the price of everyday things. So we changed the prices for graphic symbols of everyday things. The customers could now easily work out how little Ikea products were. And when they looked at how much they were getting. They loved the new currency.

To show how affordable Ikea products were we took the price and turned it into a new currency. A stool equals 3 coffees. A table five packs of toothpaste. A cupboard equals 5 pizzas. This way our customers understood that you get a whole lot for the price of everyday things. So we changed the prices for graphic symbols of everyday things. The customers could now easily work out how little Ikea products were. And when they looked at how much they were getting. They loved the new currency.