The Quick & Easy Room Makeover
IKEA
Issue 34 | March 2015
Agency
Leo Burnett, Toronto
Creative Team
Chief Creative Officer Judy John Group Creative Directors David Federico Morgan Kurchak Copywriters Matt Williamson Jon Murray Art Director Andrew Hart Designers Trevor Bell Sean Perkins
Production Team
Print Producer Anne Peck Media Company Jungle Media
Other Credits
Group Account Director Natasha Dagenais Account Director Danielle Iozzo Account Executive Rebecca Simon Planning Director Lisa Hart Strategic Planner Heather Morrison
Date
May 2014
Background
The problem In Canada was that most people believed redecorating a room required a major renovation, which was expensive and time consuming.
Idea
Massive outdoor boards were created with life-sized tear-off textile samples. People were encouraged to bring home a sample and try out for themselves before committing, much like a paint sample. Every sample was printed on recycled paper and came with instructions and price points on the reverse.
Results
IKEA saw a 10% increase in foot traffic and 11% increase in textile sales.
Our Thoughts
At Directory we love ideas that get people doing things. Usually clicking, liking, sharing. But tearing, folding and sticking up are also good! Actually, this is all part of a much wider campaign with a series of six YouTube videos showing couples having rooms in their homes given the once-over with the help of designer Samantha Pynn and IKEA.
So this would have helped drive traffic to the YouTube channel – and vice versa. The videos would have encouraged shoppers to tear off samples when they saw these installations to start reimagining their homes.
Deceptively smart stuff from Leo Burnett.