Seven Sharp takes Ikea on a ‘Swede As’ road trip

Emily Scovell can’t wait for Ikea New Zealand open. Firstly, because she needs a new bed. “I’ve been holding out for awhile,” she laughs.

Secondly, because she’s a (self-described) work nerd.

The Swedish brand known for its flatpack furniture and meatballs will open its first store in Aotearoa on December 4 at the Sylvia Park mall in Mount Wellington, Auckland.

WPP Media agency Mindshare won the account to handle Ikea’s launch last April. So Scovell, WPP Media’s chief strategy officer, has been along for the ride ever since.

“Launching an iconic global brand like Ikea is not your regular brief,” says Scovell.

“The efforts Ikea are putting in to doing this right is admirable. They’re not afraid to forge their way in a disruptive and classically Ikea way. They’re staying true to their heritage while respectfully navigating New Zealand and how they’re going to turn up here.”

An epic adventure

That duality – sticking to its Swedish roots while also connecting locally across Aotearoa – came to life tonight with the Swede As Road Trip on TVNZ’s Seven Sharp.

It’s a name that tickles Scovell. “It’s such a nice marrying of Ikea’s Swedish heritage but coming into New Zealand’s culture.”

The road trip is as ‘an epic adventure’ that sees hosts Hilary Barry and Jeremy Wells hit the road with some flatpack furniture for a nationwide tour.

The first segment, which aired on November 10, introduces the Ikea store at Sylvia Park: showcasing the staff’s expertise and giving a sneak peek ahead of the doors opening.

First impressions

“We’re really excited about the partnership – getting on the road with the incredible Seven Sharp team across the South and North Islands,” says Ikea Australia and New Zealand head of integrated media Peter Moore.

While the brick-and-mortar Ikea store is in Auckland, Kiwis outside the big smoke can shop online. Items can be delivered to 29 collection points around the country.

This is a point of difference – stores in other countries typically launch ecommerce in a “staggered approach”, he adds.

“That was really important to us – whether you live in the South Island or you’re living here in Mount Wellington – that Ikea was both affordable and accessible.

“New Zealanders will be pleasantly surprised how far a small amount of money can go in creating a house they can be really proud of,” says Moore.

The road trip will see Barry and Wells set up for live broadcasts in different locations across Aotearoa, showcasing some of the items available in Ikea’s 7,500-plus range.

Each story has angles specific to the community it is filmed in. That culd be Ikea food or local transport partnerships, to reinforce that Ikea is for everyone, adds Moore.

“It gives us an opportunity to really showcase not only our range but our local relevance, affordability and accessibility.”

Scovell says that with Seven Sharp being such a trusted national voice, the partnership made perfect sense.

The road trip culminates with the Ikea Door Knock, surprising an Ikea member and Seven Sharp viewer with a $ 10,000 Ikea shopping spree.

Getting to know the market

Ikea has conducted in-depth research to ensure it understands the market here in Aotearoa. The Life at Home Report studied 500 Kiwi homes to understand how the brand can add value.

“It’s putting New Zealanders and the way they live at the heart of their efforts, it’s not just there to push products on to us. It’s to think about how we live and how they can help us make sense of that space, no matter what it looks like,” says Scovell.

Moore adds that those walking around the Auckland store should hopefully see their homes brought to life in the showroom.

The report showed a need to maximise storage across Kiwi homes, so range of storage products will be a key focus for Ikea’s first year in the market.

For Kiwis who have never been to an Ikea before, they’re in for a treat, says Moore.

“Whether it’s their first plate of meatballs in the restaurant or wheeling the products out to the car themselves. Or those in the South Island who can shop online and have it delivered.”

Meatballs on the mind

Much of the Ikea launch day itself is still under wraps. But Moore promises that while there will of course be queues and crowds, it will be a “fun, energising day”.

“We want to make it such a pleasurable, enjoyable atmosphere for those fans who do want to enjoy those first days and first moments in the Ikea store.”

He does mention that the Ikea restaurant will include some “exciting offers only available in New Zealand”.

Meatballs are a frequently asked question. Potentially more than the furniture and products itself – at least according to Scovell.

“Every partner we’re working with asks, ‘Will there be meatballs?’ It’s the number one conversation that I personally get asked about Ikea coming in all the time,” she laughs.

From the ground up

Both Scovell and Moore describe working on the Ikea launch as a “career highlight”.

“We want to do what’s best and right for both New Zealanders and the Ikea brand – I find myself feeling fortunate to be playing the part I’m playing,” says Moore.

Scovell loves how Ikea built its brand from the ground up in Aotearoa.

“This type of work is never easy. I’ve been so impressed with how they’ve navigated so many unknowns as we’ve worked through this because it’s much more challenging to navigate than something that already exists.”

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