The Motivational Mirror
Making sure everyone has a Wonderful Everyday.
The brief
Find a way to take IKEA's "Wonderful Everyday" proposition beyond advertising and into the media and people's hearts.
The strategy
Wonderful days are shaped by how we feel about ourselves — something that's often shaped by the sight of our reflection first thing in the morning. This presented an opportunity for IKEA to show how they could make it wonderful.
The idea
The creation of the Motivational Mirror — a "concept product" that was not only wonderful itself, but made customers feel wonderful about themselves. Using projection computer screens, a semi-transparent mirror, Kinect facial recognition and some technical smarts to surprise and delight customers.
The results
A half-page in The Times was a highlight of print, while online it scored a clean sweep including Daily Telegraph, METRO, HuffPost, ITV, MSN and BuzzFeed. The story even went global, with coverage on ABC's morning news and a five-minute stint on the Letterman show.
Credits
Client: IKEA
Agency: Hope and Glory