The Roommate Escape
The Roommate Escape
Live Client Brief 📄
PROBLEM
IKEA stores are seeing low in-store footfall numbers from Gen-Z.
CONTEXT
Most 18-25-year-olds in Toronto live with a roommate.
INSIGHT
Every roommate has a bad roommate story.
THE IDEA
Escape Is Just an IKEA Away
Position IKEA stores as the destination to get away from that bad roommate.
Turning IKEA’s showrooms into an escape from your roommate after-hours.
Once the store’s are closed, our bedroom showrooms are open.
People can book our in-store bedrooms through the IKEA website.
Potential Press
OOH
SOCIAL
Gen-Z love sending a good, long voice note venting about their problems to their friends.
So when they love to rant about their roommates anyway — why don’t we reward that?
IKEA will launch a social activation asking people to share a voice note venting about their roommates and we will provide them with solutions & discounts.
Roommate Therapy
They have escaped their roommate for now — but their lease doesn’t end for another 3 months. Now what?
IKEA will run conflict resolution clinics for roommates who are having issues with each other.