Cannes Lions

ThisAbles

McCANN , Tel Aviv / IKEA / 2019

Awards:

1 Grand Prix Cannes Lions
4 Gold Cannes Lions
3 Silver Cannes Lions
3 Bronze Cannes Lions
11 Shortlisted Cannes Lions
Case Film
Presentation Image
Case Film
Presentation Image
Case Film
Presentation Image
Case Film
Presentation Image
Case Film
PDF
Case Film
Presentation Image
Case Film
Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

A tenth of the world’s population suffers from serious disabilities. That is 1 in 10 people who not only fight to live normally outside, but struggle with the most basic home activities. Things that we take for granted - they battle with: turning on the light, getting up from the couch. IKEA’s couch too, unfortunately.

So if IKEA’s mission is “creating a better life for the many”, we knew we had to do better. Our new mission: take peoples disability into consideration - and change their reality for the better. Especially since special-needs furniture are twice as expensive as with limited choice and designs.

The mission was clear: to bridge the gap between IKEA’s products and people with disabilities in order to create a significant improvement in their ability to enjoy IKEA’s products - making sure that our consumers disabilities will no longer stand (or sit) in their way.

Idea

This insight shaped our approach: rather than design a new line of special-needs furniture which will be more expensive and not scalable, we would hack our existing designs with a range of add-ons to make our most accessible products accessible: sofa elevating-legs for easier ascend, lamp button-enlargement, super-zipper for pillows-covers.

Introducing ThisAbles by IKEA: democratizing home-furniture for people with disabilities with 3D printed add-ons.

In order to create a really comprehensive IKEA EXPERIENCE, we had to exceed expectations, to ensure 2 major conditions are fulfilled: firstly, we had to provide the IKEA design quality: beautiful, functional, and simple. Secondly, it had to be affordable and easily accessible.

We made the add-ons fully accessible, virtually and physically: open-source designs, available to 3d print, from anywhere in the world. And to enable people with disabilities to watch, touch and experience them, we constructed the first-ever accessible space in the IKEA stores.

Strategy

Although ThisAbles started as a local initiative by IKEA Israel, proved to be a global insight making our story spread organically with the media and in the relevant communities.

Our strategy was therefore focusing on letting the audience tell their out story. We have employed “people with special needs” as heroes of our communication, in a lighthearted and optimistic tone of voice.

On the other hand, smartly targeting the broadest range of media - far beyond design or life-style – to break the barriers of health PR, and get into the core of MAINSTREAM media.

Execution

Partnering with the leading non-profit MILBAT and Access Israel, during a one-week hackathon, hosting product engineers, accessibility experts, psychologists, IKEA designers and people with disability themselves – we created add-ons that can be used with IKEA’s most iconic products, each solving a different accessibility problem.

The project is open-source and continues to grow with the solutions proposed by users themselves, based on specific needs and insights, adding new add-ons every month.

To promote the idea, we reached out to social media influences who suffer from disabilities themselves and who could deliver our story in their communities. We told real human stories, of persons living with disability and the benefits the add-ons can bring to their lives. Our main spokesperson is Eldar, a disabled Israeli who is suffering of cerebral palsy. Eldar talked about the challenges he faces at his own home, and afterwards we showed, mostly visually, how Eldar and other persons, living with different disabilities, experiences a real change with our new add-ons.

Outcome

What started in Israel, proved to be a global solution through our online platform: More than 45,000 people from 127 countries visited our website and downloaded the add-ons. We also drove a 1500% traffic increase to the websites of our partners - non-profit accessibility organizations. Finally, the visits to the IKEA website had a 28,5% traffic increase, with 280,000 unique visitors more than last year’s campaign.

The campaign was covered by major titles like Independent in UK, Washington Post in US, Fast Company, CNN Espanol, The Verge, etc... This helped us to organically activate influencers and micro-influencers, from different markets, starting with A-class influencers like Ashton Kutcher. From then on, we tapped into the local communities, driving the adoption of the project. The campaign finally reached 489 million people globally with an earned media value of $4 millions.

More importantly, this proved a viable business opportunity, as the sales of our products supported by the add-ons grew by 37% in volume, while the revenue grew by 33% versus the same period in 2018.

Finally, the global access to IKEA retail footprint and experience turned ThisAbles into the biggest platform for people with disabilities

Similar Campaigns

12 items

Facebook Live Sleep

GIGIL, Taguig

Facebook Live Sleep

2023, SLEEPWELL

(opens in a new tab)