Brief Explanation

82% of the Japanese think 'storing & organizing' is such a troublesome task. IKEA wanted to introduce a new habit for people to take care of their storage issue in a happier and more positive manner.

The Brief

IKEA wanted to communicate their experience and unique ideas on home furnishings, especially for home storage issues, since a survey by IKEA showed that 80% of all Japanese are concerned about their home storage issues but people just don't know where to start or how to cope with these problems. Three rooms and a living/dining room with kitchen, about 72 squre meters in size, is a typical layout of a Japanese home. Japanese people who live in a small space and have trouble disposing things have a tendency to put off their storage issues.

How the final design was conceived

Japanese people have a long history of enjoying different 'exercising' habits. Radio exercise, gymnastic formation exercise, warm up exercise, etc In order to introduce IKEA's easy-to-follow storage solutions, we developed 'The Storage Task Exercise' and uniquely mixed exercising and the home issue of storage into an entertainment-contents everyone could enjoy. The exercise showed IKEA's five tips for organizing your home enjoyably with song and dance.

Indication of how successful the outcome was in the market

During the campaign, there were even customers who visited IKEA just to meet the members of the Task Force and their activities created a friendly and fun image for IKEA store staff. The number of customers who visited IKEA stores increased by 25% and the number of visitors to IKEA's website increased by 20%. Their activities were covered by 11 TV programs, 8 major newspapers/ magazines, and 720,000 articles on the internet.