The IKEA Quick & Easy campaign was designed to drive awareness and sales of IKEA textiles (rugs, sheets, curtains etc.). Our activation focused on changing people’s perception that updating the textiles in a room requires an expertise which most people don’t have. Or don’t think they have. The perceived risk of making a mistake was a huge customer barrier. Our approach was to show people how changing a room’s look could be done inexpensively, quickly and easily, and as a result, eliminate the risk and promote exploration.

In addition to TV and Digital, an outdoor installation allowed IKEA to connect directly with its audience and produced measurable results.

In consumer research, we uncovered the insight that textiles come loaded with an unwritten list of do’s and don’ts, perfect matches and horrible misses – a rule-bound process to which no one seems to know the rules.

If our objective was to get people buying and experimenting with IKEA textiles, we needed to challenge this misperception. The strategy was to free people from the tyranny of textile rules by encouraging experimentation.

IKEA successfully disrupted the ‘fear of textiles’ through a tangible experience that showed them you can completely change the look of a room by simply adding textiles.

- +11% sales increase in Textiles vs same period YAGO

- +10% increase in total store visitors vs same period YAGO

- Average basket increased +5% vs YAGO

- Over 8,900 textile samples made their way into Canadian homes through our street-level board

- Nearly 1MM impressions of our campaign content on Twitter and Facebook

With IKEA, Room Makeovers are Quick & Easy

Over a three-week period, to help ease the fear of textiles, we brought a tangible experience directly to Canadians in Toronto, Montreal and Calgary. Using a 10’x6’ free-standing street-level board equipped with life-sized paper samples of IKEA textiles, consumers were encouraged to take rug, curtain and cushion samples to try out at home, offering a perfect low-risk solution that avoided the fear of having to commit. And when they found their perfect match, all the product information was printed on the back to help them take the textile plunge.