Under the campaign theme, “work out your storage issues,” IKEA formed a team of selected members called the “Storage Task Force”. The members of the “Storage Task Force” were actual home furnishing experts working at IKEA. They visited Japanese homes, to see storage issues and then introduced clean-up ideas through dance and music in an easy and fun way, even for kids. They were able to solve consumer’s problems by offering their professional experience for storage solutions.

At the store, IKEA offered clean-up exercise lessons for kids and held a store event for them to participate in.

While having direct conversations with the customers at the store, the team also appeared in different media to promote IKEA’s storage solutions: IKEA blogs to introduce themselves, on TV programmes as storage experts, and on YouTube to share their exercise song & dance. Together, it created extensive word of mouth on and offline.

During the campaign, customers even visited IKEA just to meet the members of the Task Force and their activities created a friendly and fun image for IKEA store staff; the number of customers who visited IKEA stores increased by 25%, and the number of visitors to IKEA’s website increased by 20%. Their activities were covered by 11 TV programmes, 8 major newspapers/ magazines, and 720,000 articles on the Internet.