PAX it!
IKEA Germany
Issue 43 | June 2017
Agency
Grabarz & Partner
Creative Team
CCO: Ralf Heuel Group Creative Director: Diana Sukopp Creative Directors: Stefan Geschke, Thomas Fritze Art Director: Thomas Fritze, Christian El Asmar Copywriter: Stefan Geschke, Sonja Sonner
Other Credits
Account Manager: Dominique Bremer, Anna Bollien, Ulrike Mallien
Date
January 2017
Background
IKEA’s PAX wardrobe system can be endlessly expanded with additional modules. The challenge was to find a simple way of communicating this unique selling point right at the most common point of sale: online. By now, people buy most of their clothes online. The idea was to target a fashion-centric group. The kind of people who can never have enough space in their closet and they were surprised during their all day online shopping tour with a small clever idea.
Idea
PAX it! The most clicked ad space in the world, that actually isn’t one.
Weare.de is one of the biggest streetwear shops on the net in Germany with 3 million visitors each year. That’s why this site was chosen to turn a tiny purely functional space into an innovative ad space: weare.de’s shopping cart icon was replaced with the PAX wardrobe. After all, an online shopping cart is just as infinite as the PAX system. With each item placed in the wardrobe, the icon grew, demonstrating that PAX can accommodate any style. And any amount of it. At checkout, a personalized banner commented on the individual number of items in the wardrobe and linked directly to the IKEA landing page.
Results
Launching the Pax it! idea on weare.de was just the beginning as a pilot scheme to start with. They are already in contact with several other fashion online shops in order to turn their shopping cart into a PAX wardrobe. But only referring to the Pax it! idea. And there is nothing fixed yet, so unfortunately they cannot present new partners at the moment.