IKEA CAREER INSTRUCTIONS

Short List
TitleIKEA CAREER INSTRUCTIONS
BrandIKEA
Product / ServiceIKEA RECRUITMENT
CategoryA05. Alternative Media
EntrantTHE MONKEYS Sydney, AUSTRALIA
Entrant Company:THE MONKEYS Sydney, AUSTRALIA
DM/Advertising Agency:THE MONKEYS Sydney, AUSTRALIA

Credits

Name Company Position
Justin Drape Three Drunk Monkeys Executive Creative Director
Scott Nowell Three Drunk Monkeys Executive Creative Director
Justin Drape Thee Drunk Monkeys Creative Director
Scott Dettick Three Drunk Monkeys Art Director
Jasun Vare Three Drunk Monkeys Copywriter
Carolyn Contois Three Drunk Monkeys Group Account Director
Ted Bergeron Three Drunk Monkeys Account Manager
Astrid Jones Three Drunk Monkeys Account Director
Tom Harrison Three Drunk Monkeys Print Producer

The Brief

IKEA was building a new Sydney store, the largest in the Southern Hemisphere. Thousands of applications were sought to fill job openings within this new super store. The most important criteria for assessing potential candidates was ‘cultural fit’, hence we decided to target people who we knew loved home decorating – our existing customers.

Creative Execution

The campaign spoke directly to those who love the brand - active IKEA customers. Leveraging the iconic flat packs, it tapped into the unique ‘hands on’ relationship customers have with IKEA products.

Describe the creative solution to the brief/objective.

Career instructions were printed and placed inside the famous IKEA flat packs. Customers literally delivered the DM to themselves. They could then also share it with friends and family. The campaign objective was to solicit a total of 1148 quality applications to fill 287 job openings.

Results

• $0 media spend • Minimal production • Thousands of responses • 100% job of openings filled • 287 careers assembled • New media channel created