A number of different IKEA planner tools are available online to provide their customers an easy  visual platform to view the potential products that they are buying. However, in the case of Ikea’s ‘Design your own sofa’ planning tool, traffic only showed that only up to 50 out of the 250,000 users visit the tool everyday. 

 

At proximity London, we came up with the solution to introduce two set of downloadable typefaces that keep the customers going. Based on the actual visual planner of 38 different sofa configurations in multiple colours, 3D and 2D, ‘the world’s comfiest fonts’ were born.

 

The two set of typefaces were promoted through the social threads, supported by IKEA’s own social campaign and website, IKEA.co.uk and a PR push. The font encouraged consumers to engage with the hidden creativity of our tool.Within two days, 84.2 million impressions were generated with more than 13,000 references on social.