IKEA + Airbnb
The Monkeys
Film / PR / Digital /Social

There’s no better way to trial bedroom solutions than by sleeping in them. So we invited Australians to experience the new range by transforming an IKEA store into a fully functioning Bed & Breakfast. Then we posted it on Airbnb.

With Dave Ladd + Monkeys + Mango Communications

And as it turns out, having Australian families spend the night in a local IKEA store gained us global attention.

250+ global news outlets featured the campaign – including: Mashable, Time Magazine, Creativity – Pick of the Day, Adweek, PSFK, Huffington Post, Gizmodo, Daily Mail UK, USA Today, NBC, Apartment Therapy, Elle Decor and plenty more. We reached an audience of 798,176,903 across broadcast web, print, blogs, trend sites and social. 22.75% increase in store visits, including the highest number of visits on a single day for the year 17.75% increase in sales across bedroom ranges.

All with a total media budget of $0.00.

IKEA Best Toy Ever

We took some time to find out what toys kids love most, just in time for Christmas.

With Barbera Humphries and Tim Pashen
Production – Louis Sutherland @ Sweetshop

IKEA Kitchens OOH Campaign

With Barbera Humphries
Photography – Michael Corridore

 

IKEA 40 Year Catalogue

To celebrate IKEA’s 40th Birthday in Australia, we turned the IKEA catalogue (one of the world’s most popular publications) into a historical document. The limited edition 40th Birthday issue featured IKEA room sets from 1975 to 2015. The catalogue became a nostalgic trip that reminded people of their childhood home, apartment and family home – but ultimately shared their experience with IKEA over the last 40 years in Australia.

With Barbera Humphries, Alex Schieder and Eva Godeny