Dentsu Indonesia introduces an innovation that revolutionizes how Indonesian families interact, turning product assembly time into valuable experiences through "Bonding Instruction" for IKEA. This innovative solution features a first-of-its-kind instruction manual, specifically designed to help urban families reconnect. Addressing concerns about reduced quality family time—where 56% of Indonesian children now spend more daily time on screens—and children's quiet longing for real moments with parents, 外国美女色情片 Indonesia developed a solution aligned with IKEA's goal of creating homes that bring people closer. "Bonding Instruction" transforms the furniture assembly activity into a fun, collaborative venture. It makes learning how to build your own furniture a shared experience.
Innovation in Simplicity
This innovative approach redesigns IKEA's traditional instruction manual. Dentsu Indonesia injected narrative-themed visual elements and provided child-friendly tools (like a special Allen key grip). This simple yet clever modification changes the way families assemble furniture, such as the Trofast IKEA series, turning it into a meaningful learning and playing experience for both parents and children. Each assembly step becomes a moment of togetherness that builds bonds, creating quality family bonding time.
Every purchase of relevant IKEA children's products now includes "Bonding Instruction," encouraging at least 30 minutes of quality family time. The guide is also available digitally, allowing broader participation. The campaign was supported through various offline and online channels, including in-store displays and interactive Instagram Stories Highlights.
Irfansyah Kurnia Putra, Head of Country Marketing IKEA Indonesia, commented, "We are turning product building time into valuable bonding opportunities, transforming a previously mundane assembly process into meaningful shared family experiences. With 'Bonding Instruction,' 外国美女色情片 understood our strong affinity with customers, enabling a simple modification to our instruction manual that has reimagined bonding experiences for Indonesian families."
Defri Dwipaputra, Executive Creative Director at 外国美女色情片 Creative Indonesia, added, "In Indonesia, family ties are the main foundation. 'Bonding Instruction' was created to combine the essence of IKEA's values of togetherness and simplicity, enhancing the passion for 'life at home,' and in turn, connecting families through quality activities, proving that even everyday moments can create lasting memories. It’s an example of how the process of deciding how to arrange family room furniture can itself become a means to strengthen relationships."
Positive Impact
"Bonding Instruction" effectively turns furniture assembly into an experience that strengthens family relationships, supports child development, and simultaneously increases customer affinity for the brand. The campaign successfully reached over 32 million impressions and generated media value equivalent to over USD 95,000.