During the world’s strictest COVID lockdown, which lasted over 100 days in Melbourne, IKEA added extra assembly instructions to their most popular products. Over 50 illustrated instructions helped people find clever ways to deal with everything from cancelled holidays to haircuts, workouts to WFH, live sport to living with kids who couldn’t go to school.
Released in context to what was happening in the world, we provided a solution to anything and everything life at home threw at us (yes, even Trump’s Tweets about injecting disinfectant... hide!).
Running across radio, Facebook and Instagram, it became IKEA Australia’s best performing social campaign to date, all without a cent of media spend behind it. In a time when other brands were making overly sincere ‘in this together’ ads, we were making people smile. Comments, likes and shares flooded in, particularly for ‘Hair Salon’ which became IKEA Australia’s most successful post of all time.