CLIENT
Ikea
AGENCY
Proximity London / RAPP
MY ROLE
+ Lead design
+ Ideas & concepts
+ Typography
AWARDS
+ DMA 2019 Gold: Best Design / Art Direction
+ DMA 2019 Gold: Best Use of Social Media
+ DMA 2019 Bronze: Best Creative Solution
Soffa Sans: the world’s comfiest font.
Inspired by the entertaining and (sometimes inappropriate) memes, created using the online IKEA Vallentuna sofa builder tool by the IKEA fan base. We decided to launch IKEAs very own font face – made completely out of sofa’s.
This hugely successful campaign, harnessed the public’s imagination and was shared online globally.
I helped with the concept development from the initial idea, then designed and adapted the 3D typeface. I also created the promotional assets for the media, marketing and social.
In 48 hours Soffa Sans generated 84.2m impressions and over 13,000 references on social. Organic traffic to the tool increased by 6,695% and the average time spent within the planning tool increased by 1,023%.
Soffa Sans is available in both isometric and bird’s-eye view versions.
Ikea is all about customisation.
So once I'd designed all characters, I reproduced them
in the colour ways of Valluntuna.
Ikea is all about customisation.
So once I'd designed all characters, I reproduced them
in the colour ways of Valluntuna.
The massive success of the original campaign, encouraged the team at Proximity to think of ways to develop this concept.
I decided to return to the IKEA customers who had originally inspired the concept with the their early MEMEs. Why not challenge the public to make the missing characters from the font-face and share on social, for the chance to win an Ikea sofa? The idea took off, and the public loved it.
Very soon the audience were going big – the fact the sofa builder was limitless meant the mission was on to – build the most expensive virtual sofa too.
A clever way of increasing organic social engagement for very little financial outlay. And, it also brought many more customers to the IKEA site, using the sofa planner tool. Win Win!
84.2m Impressions
13,000 References on social
6,695% Organic traffic up
1,023% Dwell time up
Here are just a few of the memes shared on twitter by the public.
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