THE IKEA LIFE AT HOME REPORT
| Title | THE IKEA LIFE AT HOME REPORT |
| Brand | IKEA |
| Product/Service | IKEA |
| Category |
C02. MICROSITE |
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PR Agency
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PRIME Stockholm, SWEDEN
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Production Company
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STOPP/FAMILY Stockholm, SWEDEN
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Entrant Company
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PRIME Stockholm, SWEDEN
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Credits
| Paul Alarcón/Analyst/Strategist/Prime |
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| Katrina Wong/Planner/Prime |
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| Markus Larsson/Analyst/Prime |
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| Ingrid Sydow/Art Director/Creative/Prime |
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| Devi Brunson/Copywriter/Creative/Prime |
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| Sara Eriksson/Analyst/Prime |
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| Emma Persson/Analyst/Prime |
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| Carl Adam Frisk/Digital Planner/Prime |
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| Malena Heed/Junior Consultant/Prime |
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| Per Hansen/Senior Advisor/Prime |
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| Charlotte Witte/Senior Advisor/Prime |
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| Robert Aras/Account Manager/Project Manager/Prime |
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| Gabriella Karlsson/Creative Director/Stopp/Family |
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| Viktor René/Developer/Stopp/Family |
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| Håkan Boqvist/Developer/Stopp/Family |
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| Philip Bratt/Designer/Stopp/Family |
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| Nicklas Andersson/Designer/Stopp/Family |
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| Fredrik Broander/Art Director/Stopp/Family |
Annika Pehrson/Grading/STOPP/Family |
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| Jesper Gisslen/Ux Designer/Stopp/Family |
Erik Wåhlström/Photographer |
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| Marlene Hernbrand/Producer/Stopp/Family |
Isak Berglund Mattsson/Mårn/Photography Assistant |
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Creative Execution
The initiative shares insights assembled by IKEA from a new global survey with data from households in eight iconic cities (New York/London/Paris/Berlin/Stockholm/Moscow/Mumbai/Shanghai), and lets people assemble their own. Everything is found on the digital hub lifeathome.ikea.com. The survey was conducted with over 8000 respondents answering questions about their morning routines and wellness feelings.
The project was launched on IKEA’s Democratic Design Day in Älmhult, IKEA’s birthplace and over 80 international journalists came. A global launch followed where design, wellness, technology, marketing/business and lifestyle media were encouraged to find own data correlations.
* Global reach: + 150 000 000
* Engagement/traffic on lifeathome.ikea.com: + 100 000
* Key media coverage in largest and most important international and national media outlets, such as The Huffington Post, Le Parisien, PSFK, Gizmodo, Fast Company, The Today Show, Economic Times India, The Daily Mail, Dagens Nyheter and TV4.
* Key stakeholders within data analysis reacted positively, e.g. Center for Data Innovation.
CHALLENGE
In a digital world where there is endless inspiration for your home – how can IKEA continue to be the expert on life at home?
INSIGHT
To demonstrate expertise, sometimes you have to let others be experts too.
STRATEGY
* Be innovative. Connect IKEA’s knowledge and DIY-spirit with data analysis.
* Be a nerd. Life at home is broad – focusing on details and mornings.
* Keep it real. Connect knowledge to society and human behaviour.
IDEA
IKEA takes DIY to the next level and introduces DIY data with The Life at Home Project: an initiative where data from people’s home lives in eight iconic cities are made accessible through an interactive gallery and a data hacking interface. Data Mixing Board allows you to generate own findings.
GOALS
* Enhance IKEA’s image as expert/innovator in life at home
* Global reach
* Drive engagement/traffic to the project’s digital hub