The Idea

Apple launched their new phones with wireless charging in 2017. IKEA has had wireless charging stations for two years already in the shape of a lamp and a table. This was a great opportunity to re-launch this collection (Riggad), so we did, on the same day as Apple launched their new phones.

To stay relevant, we shot all products in the same world as Apple and re-wrote classic Apple quotes to fit IKEA’s products.

We saw an opportunity to add something to the conversation and to start a conversation with the many people already engaged in discussion and so we crafted our response. Our “claim to fame” was to let people know that IKEA is already offering these solutions in a democratic, functional design to fit any home. And to a democratic price at that.

The most apparent unique aspect is the flexibility of the process. Naturally, a response campaign is extremely time sensitive and relies on capturing short-lived windows of opportunity before it’s gone forever. The buzz online must still be ongoing as the campaign/response is launched – if not, we would not make ourselves out to be adding to a conversation already taking place, but merely as being opportunistic for the sake of it. But, despite this short timeframe, we wanted our campaign to hold a high standard of finish. Especially since we were riffing on style of one of the most design-oriented tech companies of this century.

We worked on the go, fluently and decided on our copy and layout as we simultaneously snapped the photographs – and even a film – in the studio. Production lasted a day and everything was put together and ready to be launched globally by midnight.

- Total media impressions: 127 million

- Top tweet generated 10 million impressions

- Distribution method: Social media & PR

- Markets: Global

- Global mention - entirely positive

- media budget: 0

Picked up by most Mac rumours sites and global media such as Elle, High Snobiety, Residence, The Verge, Mashable, DesignTaxi, Fast company, Designboom, C/NET, Gizmodo, The Drum, Slash Gear, Yahoo, Architectural Digest, Daily Mirror.

"Pick of the week" on Adweek, Creativity Online, Campaign and Best ads.