IKEA
OBJECTIVE
To develop a campaign for IKEA that promotes their advocacy for literacy initiatives and inspires young Millennial parents
INSIGHT
People struggle to build IKEA’s furniture without their instructions. Similarly, children struggle to achieve success without the ability to read and write.
CAMPAIGN IDEA
#BuiltToRead originated from the idea that we’re all built to read but some lack the guidance to do so.​ IKEA and the Literacy Project will join forces in the “Built to Read” campaign to bring awareness to the literacy gap in America and rally young, Millennial parents to get involved. Through nontraditional advertising, social media content and OOH designs, IKEA will inspire empathy, drive support, and remind customers that every child deserves help in building their future because it’s not that easy when your lacking a crucial component, guidance.
EXPLANATION
#BuiltToRead originated from the general connection of guidance amongst IKEA, the Literacy Project and young Millenials. Just like IKEA offers step-by-step instructions to GUIDE building furniture and young parents GUIDE their children through life, the Literacy Project provides kids with the GUIDANCE to successfully read and write.
The campaign connects with young Millennial parents because it feels familiar.
IKEA was their go-to affordable spot during their first apartments and new chapters. They’ll recognize the familiar struggle of building their furniture without instructions across the campaign.
At its core, this campaign's tone entices our group. It doesn’t blame anyone. It meets parents where they are and says, “Hey, you’re doing your best. Let’s help other kids get the same kind of support your child gets at home.” #BuiltToRead empowers individuals to recognize that we all are capable of succeeding when given the proper guidance, but some children don’t receive that guidance.
Many parents don’t see the literacy gap simply because they haven’t had to, and we’re changing that. #BuiltToRead opens their eyes and also gives them a way to do something about it by donating to the Literacy Project.
NON-TRADITIONAL IDEA
In major cities, IKEA will setup large, interactive displays of distorted chairs that will strategically have previously been shared on social media and in OOH advertising. The wacky, large design will catch walkers eyes to which they will quickly notice a sign. The sign would state “Building without instructions will mess up your chair, living without literacy will mess up your life.” The sign will include a QR code that links to resources supporting literacy initiatives, giving visitors a chance to learn how they can help bridge the gap for children in need.