‘A masterclass in effectiveness.’ – Patricia Routledge, CMO IKEA
Flatpacks designed to reset your mind in 15 minutes.
Built as a product range, mindfulness platform and content engine for IKEA.
Problem
Show that IKEA understands the role of privacy and mindfulness in people’s wellbeing at home, and turn the often stressful act of furniture assembly into something that actively helps people reset.
Idea
Mindsets, a limited edition series of small flat-packed products that each take 15 minutes to assemble, the same amount of time IKEA’s Life at Home study identified as enough to reset and recharge your mind. Each product delivers a different mindful activity, co created with a well known Australian personality and supported by a matching 15 minute podcast and playlist.
How it worked
• Turned the Life at Home insight (15 minutes to reset) into a range of five flatpacks that each take 15 minutes to build, co created with collaborators like Mr Chuck, Jason Hodges, Fintan Magee, Emma Watkins and Christine Gough
• Launched the range through IKEA channels with in store storytelling, an online hub, social content and matching 15 minute podcasts and playlists for each Mindset
• Extended the idea with a sixth DIY Mindset, Älg, a wall mounted moose made from IKEA cardboard boxes, available nationally
Results
• Turned an everyday IKEA behaviour, flatpack assembly, into a branded mindfulness ritual that supported Australians’ need for privacy and reset time at home
• Generated such strong demand for the initial five Mindsets that IKEA released an additional product in the range
• Described by IKEA Australia’s CMO as “a masterclass in effectiveness” and recognised at effectiveness awards