Title	PAX IT
Brand	IKEA DEUTSCHLAND GMBH & CO. KG
Product/Service	PAX WARDROBE
Category	D01. Use of Digital Platforms
Entrant	GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation	GRABARZ & PARTNER Hamburg, GERMANY
Additional Company	IKEA GERMANY Hofheim-Wallau, GERMANY

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 that PAX can accommodate any style. And any amount of it.

Campaign Success

We chose weare.de, one of Germany’s biggest online streetwear shops, to turn a purely functional space into an innovative product demonstration placed into the native environment of e-commerce. We simply replaced weare.de’s shopping cart icon with the PAX wardrobe. After all, an online shopping cart is just as infinite as the PAX system. So with each item placed in the wardrobe, 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We are constantly searching for new ways to engage consumers in line with their media consumption. With “PAX it!” we have created a never before seen way of engaging online shoppers right at the digital point of sale, without sacrificing usability or convenience and have cultivated an ad space which was largely ignored by the ad industry until now. “PAX it!” is seamlessly integrated into the host site and turned a purely functional space into an innovative product demonstration and activated our target group already in a shopping mood to consider PAX as a wardrobe solution.

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.