PAX it! The most clicked ad space in the world, that actually isn’t one. We noticed that shopping carts get clicked millions of times per hour by our target group and are as infinite as the PAX system. So we turned a tiny, purely functional space into an innovative ad space: we simply replaced the shopping cart icon with a PAX wardrobe. This new icon grows with every item placed in the cart, effectively demonstrating the products central feature that PAX can accommodate any style. And any amount of it.

We chose weare.de, one of Germany’s biggest online streetwear shops, to turn a purely functional space into an innovative product demonstration placed into the native environment of e-commerce. We simply replaced weare.de’s shopping cart icon with the PAX wardrobe. After all, an online shopping cart is just as infinite as the PAX system. So with each item placed in the wardrobe, the icon grew automatically, demonstrating that PAX is the perfect solution for any shopping trip. At checkout a personalized banner immediately commented on the individual number of shopped items and linked directly to IKEA’s website with an online PAX planner.

A small idea with a big effect: Our ad was so successful, that additional online shops are about to follow. And we have found a whole new way to reach our target audience.