I have a cat, whose name is Thérèse. Whenever she gets bored, she starts scratching the chairs.

Some friends of mine have a dog, who has completely clipped the legs of their chairs and even shredded theirs cushions!

When IKEA asked us to communicate on their new range of products specifically designed for the well-being of animals, we told ourselves that we had to find a solution to relax pets, so that they would stop destroying our furniture.

We came up with the idea of developing relaxing playlists for animals and selling the new collection via the playlists. (Yes, it really works!)

The collection was sold out within a few days and the feedback was very positive.

We launched the platform Pettunes on the World Animal Day along with the IKEA LURVIG collection, a collection specially designed for pets.

We transformed the IKEA online product catalog into relaxing music albums for cats and dogs, giving their owners a good reason to browse the catalog. This creation is called IKEA PETS TUNES.

For the first time, people can buy furniture for their pets while a relaxing music for pets is playing. Each playlist illustrates a problem well-known by pet owners. For example: “Never bite the sofa again” or “Curtains are not for climbing” corresponding to the length of the absence of the owner. They could choose between 200 tracks such as “Rolling in the Sheets”, “Oops! I Bit it Again” or “Mice Mice Baby”… All the tracks were illustrated with an item of the new collection. Pet owners can select a music to relax their companion and at the same time click “buy” to finally give them the furniture they deserve.

results 

• IKEA Petstunes had the biggest online traffic for an IKEA collection.
• The Average time spent on the platform was 2 hours and 4 minutes.
• 4 months later Spotify decided to take the idea to launch its own playlist for pets.
• We achieved the lowest bounce rate of 1,97% proving how resonating and engaging our content was.

AWARDS

• CBA 2020 Bronze Radio Audio

CREDITS