PET OWNERS DONT CONSIDER IKEA TO BUY PRODUCTS FOR THEIR PETS. AND EVERYONE KNOWS THAT PETS HATE BEING HOME ALONE. BECAUSE THEY MISS THEIR OWNERS BUT ALSO MAYBE BECAUSE THEY MISS THEIR OWN FURNITURE

IKEA WANTS TO LAUNCH THE NEW PET COLLECTION LURVIG IN A FRESH WAY.

IDEA

ON THE WORLD ANIMAL DAY, THE IKEA LURVIG COLLECTION, A SPECIAL COLLECTION DESIGNED FOR PETS, WAS LAUNCHED. WE TRANSFORMED THE IKEA ONLINE PRODUCT CATALOG INTO RELAXING MUSIC ALBUMS FOR DOGS AND CATS, GIVING TO THEIR OWNERS A GOOD REASON TO BROWSE THROUGH IT: THE IKEA PETS TUNES.

FOR THE FIRST TIME PEOPLE CAN BUY FURNITURE FOR THEIR PETS THROUGH MUSIC WHILE RELAXING THEM.

EACH ONE OF THE PLAYLISTS ILLUSTRATES A WELL-KNOWN PROBLEM FOR PET OWNERS. FOR EXAMPLE: “NEVER BITE THE SOFA AGAIN” OR “CURTAINS ARE NOT FOR CLIMBING”, CORRESPONDING TO THE LENGHT OF THE ABSENCE OF THE OWNER. THEY COULD CHOOSE BETWEEN 200 TRACKS, THAT HAD BEEN COMPOSED USING FREQUENCIES THAT KEEP PETS RELAXED. ALL TRACKS WERE ILLUSTRATED WITH AN ITEM OF THE NEW COLLECTION. PET OWNERS CAN SELECT A MUSIC TO RELAX THEIR COMPANION AT THE SAME TIME CLICK TO BUY AND FINALLY DELIVER THE FURNITURE PETS DESERVED.

EACH ONE OF THE PLAYLISTS ILLUSTRATES A WELL-KNOWN PROBLEM FOR PET OWNERS. FOR EXAMPLE: “NEVER BITE THE SOFA AGAIN” OR “CURTAINS ARE NOT FOR CLIMBING”, CORRESPONDING TO THE LENGHT OF THE ABSENCE OF THE OWNER. THEY COULD CHOOSE BETWEEN 200 TRACKS, THAT HAD BEEN COMPOSED USING FREQUENCIES THAT KEEP PETS RELAXED. ALL TRACKS WERE ILLUSTRATED WITH AN ITEM OF THE NEW COLLECTION. PET OWNERS CAN SELECT A MUSIC TO RELAX THEIR COMPANION AT THE SAME TIME CLICK TO BUY AND FINALLY DELIVER THE FURNITURE PETS DESERVED.

WE HAD TO PRODUCE 200 TRACKS, APPLYING IN EACH ONE OF THEM A SPECIAL LAYER OF LOW FREQUENCIES, USING THE RIGHT AMOUNT OF HERTZ THAT ONLY PETS CAN LISTEN, RECOGNIZE AND RELAX BECAUSE OF IT.

TO DO THAT WE TRANSFORMED THE IKEA ONLINE CATALOG IN A MUSIC STREAMING PLATFORM WHERE PET OWNERS COULD PLAY MUSIC TO RELAX THEIR PETS AT THE SAME TIME THEY COULD ALSO BUY THE FURNITURE THROUGH THE PLAYLIST. MUSIC BECAME ECOMMERCE WITH SWING.

RESULTS

IKEA PETS TUNES HAD THE BIGGEST ONLINE TRAFFIC FOR AN IKEA COLLECTION.

THE LURVIG RANGE WAS ENTIRELY SOLD OUT IN 4 DAYS THROUGH THE MUSIC

THE AVERAGE TIME SPENT ON THE PLATFORM WAS 2 HOURS AND 4 MINUTES.

LATER ON THE YEAR, SPOTIFY DECIDED TO “TAKE”THE IDEA AND LAUNCH ITS OWN PLAYLIST FOR PETS.