The ‘Turbo’ PAX Faces the Toughest Jury

IKEA furniture is an integral part of German homes – it accompanies many people through the most diverse phases of their lives since 50 years. As such, the PAX wardrobe system is woven into stories of friendships, moves, and new beginnings. But the old PAX should be history - a new folding construction, the 'Turbo' PAX, will take over. For a love brand like IKEA, this innovation had to win hearts immediately, or risk a backlash that could jeopardized the future of an redesigned product. IKEA embraced the ultimate challenge with confidence and a clear strategy: letting its biggest fans be the judges to proof the promise that the new PAX can be assembled on your own in under 20 minutes. With a bold earned media strategy, it turned skeptics into believers. High-reach media outlets hosted live challenges with unfiltered coverage in front of captivated audiences – just real people, the 'Turbo‘ PAX and staggering results: 213 media reports within 36 hours, Google searches for "PAX" increased by 25 % and the PAX Sales index increased by 10 points.

'Turbo' PAX took German households by storm!