Ikea 'Everyone is a designer' direct mail and online campaign

When Ikea wanted to encourage people in the Netherlands to take charge of their own interior design, they asked MEC Active Entertainment for inspiration.

MEC came up with the idea that 'everyone is a designer' - and to reinforce this message they developed a simple, inexpensive way to let people let their home design/creative side loose. Just by wearing a pair of trendy glasses to look like a top-end, fashionable designer.

Millions of glasses were mailed out. Recipients were asked to take photos of themselves and post them online (with the offer of winning a €1,000 IKEA card in a prize draw).

Next, a fun demonstration in Amsterdam during which statues and other objects were given their own glasses! The press response was huge and video clips appeared on key Dutch news websites. 'Demonstrations' were subsequently held elsewhere... with great success.

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