PAX IT

Silver Eurobest

Case Film

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ClientIKEA DEUTSCHLAND GMBH & CO. KG
Category C02. Innovative Online Ad Solution
TitlePAX IT
Product/ServicePAX WARDROBE
Entrant GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation GRABARZ & PARTNER Hamburg, GERMANY
Additional Company IKEA GERMANY Hofheim-Wallau, GERMANY
Credits
Name Company Position
Ralf Heuel Grabarz & Partner Chief Creative Officer
Diana Sukopp Grabarz & Partner Creative Group Head
Thomas Fritze Grabarz & Partner Creative Director
Stefan Geschke Grabarz & Partner Creative Director
Thomas Fritze Grabarz & Partner Creative Director
Christian El Asmar Grabarz & Partner Art Director
Annette Witzig Grabarz & Partner Art Director
Stefan Geschke Grabarz & Partner Creative Director
Sonja Sonner Grabarz & Partner Copywriter
Dominique Bremer Grabarz & Partner Account Manager
Anna Bollien Grabarz & Partner Account Manager
Heiko Klauer IKEA Deutschland GmbH & Co. KG Marketing Manager
Tobias Vogler IKEA Deutschland GmbH & Co. KG External Communication Manager
Eva Katharina Rücker IKEA Deutschland GmbH & Co. KG Marketing Co-ordinator

The Campaign

PAX it! The most clicked ad space in the world, that actually isn’t one. We noticed that shopping carts get clicked millions of times per hour by our target group and are as infinite as the PAX system. So we turned a tiny, purely functional space into an innovative ad space: we simply replaced the shopping cart icon with a PAX wardrobe. This new icon grows with every item placed in the cart, effectively demonstrating the products central feature. By thusly implementing our ad into the native environment of the site, we created a seamlessly integrated stumbling block, that every user of the site was bound to get caught on.

Creative Execution

We chose weare.de, one of Germany’s biggest online streetwear shops, to turn a purely functional space into an innovative ad space displaying our product demonstration. We simply turned weare.de’s shopping cart icon into the PAX wardrobe. With each added item, the icon grew automatically, demonstrating that PAX is the perfect solution for any shopping trip. At checkout a personalized banner immediately commented on the individual number of shopped items and linked directly to IKEA’s website with an online PAX planner.

Without any media budget at all, our small, clever idea generated a big response and had wide-ranging effects: 100% of the online shoppers clicked on the “PAX it!” wardrobe. And 0% stopped the process from there. Thus we proved that the shopping cart doesn’t have to look like one – a great success that forwarded the “PAX it!” symbol from the German to the international shop site weare.com. It also made other online stores get in touch with us in order to participate in our newfound way of connecting to target audiences. touch with us in order to participate in our new found way of connecting to target audiences.

We targeted a fashion-centric group. They naturally buy more clothes than the average consumer but don’t much enjoy parting with their favourite pieces. The predictable result is a lack of storage space in their wardrobe. This problem is worsened by their love of online shopping. Both of these facts make them the perfect target for a digital idea, surprising them during their online shopping routine with a wardrobe that can be modularly expanded.