Bringing research to life on Sydney Harbour

Challenge

This June IKEA released its Life at Home 2016 report, a global research project commissioned to reveal how people around the world live at home. While the report highlighted a number of newsworthy insights, the results were Sydney-centric, restricting the relevance of the news to metro/state-based media. Our challenge was to create a platform to give the report national relevance, while generating significant brand awareness and engagement amongst our audience.

Bold Insights

One insight that really stood out in the 2016 report is that only 17 per cent of Australians think of home as a physical location, with one in three feeling that ‘home’ extends past the four walls and into the surrounding neighbourhood.

Brave Idea

Bring the findings of the report to life by creating The IKEA Harbour Home – a truly unique open home set aboard a Sydney Ferry. Australians from around the country were invited to apply for their chance to spend the night on board, setting sail around one of the world’s most iconic neighborhoods; Sydney Harbour. The first-of-its-kind living space, set aboard the MV SIRIUS, included sleeping quarters, dining, living and outdoor areas. Max Watson and his girlfriend, Neece Carrigan, both 27 and from NSW, spent the evening experiencing the best entertainment the Harbour has to offer, including a bike ride around Cockatoo Island, drinks at Aqua in North Sydney, and dinner at Watson’s Bay Hotel before spending the night in front of the world-famous Opera House. Media were invited to board the vessel prior to launch to experience the space and hear from the IKEA design team behind the build, before meeting the lucky couple to discuss their experience.

Brilliant Impact

Over 150 pieces of media coverage with 75+ million opportunities to see through editorial coverage alone Started conversations both domestically and abroad, with key media outlets including News.com.au, SMH.com.au, Time Magazine, Mashable, and Vogue all covering the story More than 1,000,000 Australians reached via social media driving hundreds of entries to the competition from around the country Over 150,000 views of associated video content on the IKEA Facebook

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