Cannes Lions

THE IKEA LIFE AT HOME PROJECT

PRIME, Stockholm / IKEA / 2015

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Case Film
Case Film

Overview

Entries

Credits

Overview

Description

In a digital age where there is endless inspiration – and competition – within home furnishing, how could IKEA continue to be the expert on life at home?

IKEA's Do It Yourself-spirit (DIY) goes DIY Data: Introducing "The IKEA Life at Home Project", a data initiative where IKEA's research bank and findings from a new global survey on people’s home lives in eight iconic cities were made accessible on the digital hub lifeathome.ikea.com. Here, an interactive gallery let people take part in insights assembled by IKEA based on survey answers about morning behaviour from 8000 metropolitans. A unique data hacking interface – the specially developed "Data Mixing Board" – let people mix raw survey data to generate own findings.

The project was launched on IKEA’s Democratic Design Day in Älmhult, IKEA’s birthplace, and over 80 international journalists came. A global PR-launch followed where journalists and nerds in key media segments were encouraged to assemble their own data through the Data Mixing Board.

It turns out that DIY Data seems to be of interest to people all over the world. More than 150,000,000 read about The IKEA Life at Home Project. Over 100,000 engaged on the digital hub. The project was called ”insanely detailed” by leading media, and even new product development suggestions inspired from the project were made by key journalist.

Expert box: check.

Execution

IKEA's Do It Yourself-spirit (DIY) goes DIY Data:

Introducing "The IKEA Life at Home Project", a data initiative where IKEA's research bank and findings from a new global survey on people’s home lives in eight iconic cities were made accessible on the digital hub lifeathome.ikea.com. Here, an interactive gallery let people take part of insights assembled by IKEA based on survey answers about morning behaviour from 8000 metropolitans from eight iconic cities around the world. A unique data hacking interface – the specially developed "Data Mixing Board" – let people mix raw survey data to generate own findings. The project was launched on IKEA’s Democratic Design Day in Älmhult, IKEA’s birthplace. A global PR-launch followed where IKEA encouraged people to assemble their own DIY Data through the Data Mixing Board.

Outcome

In a digital age where there is endless inspiration – and competition ¬– within home furnishing, how could IKEA continue to be the expert on life at home?

IKEA's Do It Yourself-spirit (DIY) goes DIY Data: Introducing "The IKEA Life at Home Project", a data initiative where IKEA's research bank and findings from a new global survey on people’s home lives in eight iconic cities were made accessible on the digital hub lifeathome.ikea.com. Here, an interactive gallery let people take part of insights assembled by IKEA based on survey answers about morning behaviour from 8000 metropolitans. A unique data hacking interface – the specially developed "Data Mixing Board" – let people mix raw survey data to generate own findings and analyze themselves.

The project was launched on IKEA’s Democratic Design Day in Älmhult, IKEA’s birthplace, and over 80 international journalists came. A global PR-launch followed where journalists and nerds in key media segments were encouraged to assemble their own data through the Data Mixing Board.

It turns out that DIY Data seems to be of interest to people all over the world. More than 150 000 000 read about The IKEA Life at Home Project. Over 100 000 engaged on the digital hub. The project was called ”insanely detailed” by leading media, and even new product development suggestions inspired from the project were made by key journalist.

Expert box: check.

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