Our Little Survey did everything differently to how market research normally works: it was lovingly designed, with entertaining questions and plenty of playful elements. So it was a survey everyone was happy to participate in – mum, dad, granny, grandpa and, of course, the kids. A survey that looks nothing like how surveys normally look.

A microsite welcomes visitors with colourful, hand-drawn illustrations and funny animations. Step by step, the visitors are led through an entertaining questionnaire. Our way of saying thanks? Individualised pictures illustrating the respondents’ own answers. A campaign by people for people was born.

More than 33,000 people took part, thus giving us important insights for our planned advertising campaign across all channels. The microsite grew and grew, as the answers we received were turned into new posts – written by professional bloggers. The content collected found its way from the microsite to Facebook, blogs, TVCs, radio ads and the IKEA website. Which, in turn, directed new visitors to the site.

The end result was a complete campaign from A to Z. And this all happened while individuals had a highly personal, inspiring experience with IKEA.

IKEA develops real solutions for home living. This is only possible because IKEA is closer to individuals. Unlike other furniture suppliers, IKEA constantly thinks about what could make people’s everyday lives at home even nicer. We wanted the year’s new campaign to reflect this attitude.

Getting close to people is easiest if you have an open dialogue with them – by politely asking what they really need and then, most importantly, listening properly. That’s why the core of our campaign was a survey: our Little Survey.