Due to a multi-crisis created by the war in the Ukraine, the inflation and energy costs increased dramatically. Which made Swiss households feel colder and darker. Metaphorically and literally. 

Our brief was to deliver a little warmth to the Swiss people before Christmas. 

The objective to build a connection between the brand and the Swiss people – and more importantly between each other. Sharing a little brightness in dark times.

We created the Candual. The first manual that you can turn into a candle. And sent it to 10.000 Swiss households as a surprise with their online orders. It invited the recipients to celebrate the Swedish Lucia feast by sharing footage of their lit candles on social media. 

Our target audience were the typical IKEA customers – people in need for affordable household solutions with an affinity for design. As a surprise we’ve added our Candual cost free to randomly chosen online orders across the whole country.

The Candual was added to online orders in the first week of December, so we made sure it would be there before the 13th – the date of the Lucia feast. It reached 10.000 households and due to the online-celebration of Lucia on Social Media using our Canduals we achieved a total reach of 104.000 people in Switzerland.

Fulfillment of brand purpose: Delivering smart design for joy at home for the many.

The value for the customer: A source of warmth, given for free.

Sales: The Candual was not created for sales purpose.

Our brief was to deliver a little smile to Swiss households in difficult times. And to connect with the brand and each other in an emotional way.

The Results:

10.000 Canduals sent directly to consumers.

104.000 Impressions on Social