IKEA were looking to create national news around the opening of a new store in Sydney, but with the city already boasting two bigger IKEA stores, we needed an idea that would capture the imagination of Aussies.
Australia is a proud country, built on its local Aussie community spirit, so we knew that our campaign had to position IKEA as a good neighbour and not just another big retailer. Nothing says ‘community spirit’ like locals coming together to build something that everyone can enjoy, so we decided to invite our new neighbours to come on over and lend a hand to help us put the finishing touches on our new store.
With over 20,000 pieces of IKEA furniture to build, the task for IKEA co-workers was enormous, so a campaign inviting the local community to come and lend a hand was welcomed with open arms. IKEA Marsden Park would be the world’s first Customer Built IKEA store.
A month out from launch date we launched engaging films, inspiring locals to apply for a variety of roles. The hunt was on for budding Ultimate Assemblers, Ball Pit Testers, Comfort Coordinators and even Junior Interior Designers and Sustainability Managers. The stars of our content films were also used in our print and OOH campaign.
The campaign captured the imagination of the country, with national news outlets scrambling to cover the story and thousands of Aussies applying to help-out.
Competition winners were chosen and invited to spend a day helping IKEA co-workers put the finishing touches on the Marsden Park store. IKEA said ‘Tack’ (thank you in Swedish) by rewarding the helpers with IKEA vouchers and they also became the stars of our post opening OOH campaign.
PR Coverage included 116 pieces of individual coverage across, radio, TV, print and online, including the likes of Channel 7 and 9 news, The Daily Mail, mX Sydney, Brisbane and Melbourne and PSFK.
The campaign reached an audience of 53,285,055.
The campaign contributed to visitation exceeding targets by 20% for the first four weeks of opening.
IKEA Customer Built Store- campaign case study
The Ultimate IKEA Assembler - Marsden Park
The IKEA Ball Pit Tester - Marsden Park
The IKEA Meatball Taster - Marsden Park
The IKEA Comfort Coordinator - Marsden Park
Airbnb at IKEA
We helped IKEA turn the spotlight on their bedrooms and bathrooms by bringing two legendary brands together–IKEA & Airbnb.
In the first 24 hours there were over 16,000 individual tweets from all over the world and social media heavyweights, Time Magazine, Mashable and USA Today were all talking about the campaign via social media.
Over 1000 entries were then whittled down to three lucky families who were invited to spend an unforgettable night at the IKEA Tempe store. Lifestyle media were invited to take a sneak peek at the bedroom settings and enjoy a tour from the Head of Interior Design for IKEA Australia, Tiffany Buckins.
To give the campaign one more media hit, we used research to find the three dream ways that Australians would like to be woken up if alarm clocks didn’t exist. A string quartet, three adorable puppies and a gourmet breakfast greeted our families as they woke up, creating fantastic media moments, which were turned into a video news release.
Sleeping in the IKEA store on Airbnb
McDonald's - Big Mac Sauce
Everyone loves Big Mac Special Sauce. So for the very first time, we took the sauce outside the burger. We then challenged Australia to 'mac' anything better with limited edition Special Sauce tubs. Which they did in their thousands, 'Mac'ing' everything from fish and chips to haute cuisine; better.
Our role, working alongside DDB, was to make the idea newsworthy. We produced 100 limited edition bottles, auctioning #001 on eBay. It sold for over $20,000. The eBay auction became the worldwide news story.
McDonald's - 'Mac It Better' case study - DDB Sydney
Storks Movie Launch
Sony Entertainment was looking to create an engaging activation for the launch of the new movie, Storks.
I was briefed to come up with an idea which tied the theme of the film and its characters into an experiential piece that could be enjoyed by both kids and parents alike.
The result was a Storks pop-up, at which parents and kids could create personalised Storks babygrows and t-shirts, and have their picture taken as the lead character, Junior.
I also added an element which allowed content to be created from the activation, by adding a video booth in which we interviewed parents and kids about the birds and the bees.
McDonald's - Australia Day
Australia Day is the day that one of the most patriotic nations on earth, becomes even more patriotic. So, how could McDonald’s get Aussies to embrace one of the world’s most iconic American brands, on the very day they celebrate what it means to be an Aussie.
In Australia, there’s no greater sign of acceptance than being given a nickname, so wouldn’t it be nice, if after more than 40 years in Australia, McDonald’s made their Aussie-only nickname official?
We develop a through-the-line campaign, which, led by PR, helped McDonald’s to embrace their Aussie nickname for the month of January.
This would mean being brave and McDonald’s agreeing to do something they had never done before – changing their logo. This was a huge step for a brand with one of the most identifiable logos in the world.
Supporting the PR and name change execution was TV, outdoor, digital, point of purchase and social media.
PR Results Phase One
PR Results Phase Two
AU unique impressions: 67,715,126
AU PR impressions: 270,860,504
Global unique impressions: >2.5 billion
Global PR impressions: >10.3 billion
McDonald's Becomes Maccas (Australia day)
The Cat Aqaurium- Sydney Sea Life Aqaurium
I was tasked with creating news coverage for the Sydney Sea Life Aquarium (SSLA) in a month when the business had nothing new to talk about.
On the 1st of April, SSLA open its doors to Sydney's feline community by launching the world's first Cat Aquarium. The April Fools stunt was picked up globally by news sites and featured across all Australian breakfast TV news.
The Cat Aquarium
Bagel Nash - Christmas Jukebox Choir
Following the launch of new brand identity, we created Bagel Nash's first ever experiential campaign, with the Bagel Nash Jukebox Choir. The interactive Christmas choir was controlled by consumers via Twitter and Facebook, who could request songs at the touch of a button.
The roaming Jukebox Choir delighted Christmas shoppers and toured the twelve Bagel Nash restaurants over a two day period.
The campaign contributed to the biggest weekend of sales in 2011 and increased sales by 27% YOY.
The Bagel Nash Jukebox Choir
IKEA Hide and Seek
How do you politely tell 30,000 excited Aussies that a mass game of Hide and Seek inside IKEA is against health and safety?
After the Facebook Group went viral, I was tasked with coming up with a fun way for IKEA to tell the excited public that their dream of sneaking behind a BILLY Bookcase to avoid capture, was against company policy.
The idea was to recreate the iconic IKEA instructional manual in a tongue and cheek way to say a polite 'Nej'.
The image was shared hundreds of times and received over 250,000 impressions and more importantly, the Hide and Seekers didn't turn up to cause chaos to the store.
IKEA political kitchens
IKEA challenged us with driving news coverage around the IKEA kitchen range during a time when we had nothing new to talk about. The idea was to poke fun at the two leading PM candidates, Kevin Rudd and Tony Abbott, with a tongue-in-cheek news story, which would demonstrate the IKEA brand personality, tap in to the existing conversation and highlight some of the IKEA kitchen and solutions.
The campaign was covered nationally, reaching an audience of over 15 million people.
The Guardian said: "IKEA might win the prize for the most clever and, while wordy, well thought out campaign- designing a kitchen to suit each of the prime ministerial contenders and poking fun at its own brand by giving them Swedish-sounding names that are least more comprehensible than the labels on its real products. "
IKEA- Time to Live Report
Mango was asked to execute a campaign that integrated with IKEA’s new brand ATL and gave IKEA a strong point of view on how Australians live in and around their homes.
In order to have an opinion on Australian family life, IKEA, as a Swedish brand, firstly needed to understand it. We commissioned an in-depth research study, which used qualitative and quantitative data and involved the opinion of children as young as six, teenagers and parents.
The research revealed true insights into Australian families, which were used to inform and shape a report, named ‘The Time to Live Report’. The report was used to create compelling hooks and debate topics for media.
A targeted media relations strategy was developed using a series of exclusives and real-life case studies to bring the stats to life. The report itself was designed into a glossy booklet, which was seeded with 100 key media targets in news, parenting and interiors media.
Key findings included:
Kids and adults of adults agree that the best family times are unplanned
Kids want to spend more time with their family doing spontaneous simple things
Parents currently feel over scheduled and pressured by modern life
A short content piece was also created for the IKEA social media channels and digital media outlets. 18 Australian families were invited in-store to be filmed having a morning of family fun in the IKEA room-sets, to show how they spent time at home.
100 IKEA Time to Live reports sent to key influencers
Coverage included a segment on Channel 9 Today with the hosts debating the findings of the report and IKEA’s point of view
Metro print coverage included; Daily Life, The Daily Telegraph, Courier Mail, Herald Sun and The Advertiser
The audience reach of the campaign to date is 5,243,000 (campaign still in progress)
IKEA Time to Live Report - How to make time for living