THE IKEA LIFE AT HOME PROJECT
| Title | THE IKEA LIFE AT HOME PROJECT |
| Brand | IKEA |
| Product/Service | IKEA |
| Category |
A05. MEDIA RELATIONS |
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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 |
Marlene Hernbrand/Producer/STOPP/Family |
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| Jesper Gisslen/Ux Designer/Stopp/Family |
Erik Wåhlström/Photographer |
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| Annika Pehrson/Grading/Stopp/Family |
Isak Berglund Mattsson/Mårn/Photography Assistant |
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The Campaign
In a digital age where there is endless inspiration for your home, how can IKEA continue to be the expert on life at home?
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. The IKEA-developed Data Mixing Board allows you to generate own findings.
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 journalists and nerds in key media segments were encouraged to assemble their own data.
It turns out that DIY Data seems to be of interest to people all over the world. More than 150 000 000 read about it. Over 100 000 engaged on the digital hub. The project was called ”insanely detailed” by leading media, and even new product development suggestions inspired from the project were made by key journalist.
Expert box: check.
The Brief
* Enhance IKEA’s image as expert and innovator in life at home
* Global reach in key media on The Life at Home Project
* Drive traffic to the project’s digital hub lifeathome.ikea.com
Results
* 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.
Execution
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. The IKEA-developed Data Mixing Board allows you to generate own findings.
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.
The Situation
IKEA has through research created life-changing products. But this knowledge is mostly kept on the inside. In a digital world where there is endless inspiration for your home – how can IKEA continue to be the expert on life at home?
The 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.