The Brief

IKEA wanted to increase store traffic especially among their primary target; mothers with children living in each store's neighborhood. Raising children and home storage are two major everyday concerns shared among most Japanese housewives. IKEA wanted to bring more housewives to the stores, by offering a solution to solve these two challenging tasks in an entertainment way.

Creative Execution

Catchy lyrics and moves of 'The Storage Task Exercise' became popular among kids and made it easier for the kids to remember IKEA's 5 steps. IKEA stores held exercise lessons twice a day at in-sore nursery and on Sundays an open lesson as offered in front of the store and succeeded in bringing housewives with kids to store. Kindergartens in neighborhood areas used the exercise and the song in their lessons. The whole movement changed 'storage and organizing' from something boring/troublesome to something fun and enjoyable.

Describe the creative solution to the brief/objective.

Under the campaign theme, 'work out your storage issues', IKEA formed a team called the 'Storage Task Force'. Also, 'Storage Task Force Exercise' was formed to introduce five tips for organizing the home through its lyrics and dance moves. The members of the 'Storage Task Force' were actual home furnishing experts working at IKEA. They visited Japanese homes, to see storage issues and then introduced clean-up ideas through dance and music in an easy and fun way, even for kids. They were able to solve consumer's problems by offering their professional experience for storage solutions.

Results

Repeat visits, and customers bringing kids grew substantially, and the total number of customers who visited IKEA stores increased by 25%. IKEA also built strong emotional ties with future customers while providing a fun store experience.