In today’s digital world, 56% of Indonesian children spend less time with their families, and up to 72% show a decline in motor skills due to increased screen time. IKEA, committed to creating better everyday lives, introduces a heartwarming and educational solution: Bonding Instruction.
Bond over Bolts: Assembly into Affection
0
Reach Impressions
0
Total Impressions
0
Media Value
The Challenge
In today's fast-paced world, many working parents often struggle to find quality time to balance work, school schedules and spend meaningful moments with their children. This disconnect makes it challenging for parents and children to bond. Beyond emotional distance, this lack of shared time also puts children's motor skills and brain development at risk, as they miss out on essential hands-on learning and guided interactions that support their physical and cognitive growth during formative years.
The Solution
Spending just 20-30 minutes of focus in shared activities is enough to create a positive memory for personal and emotional development of children. As kids grow, spending less time together makes parents feel more distant. To rebuild this quality time and convert product building time into a bonding time, we designed a revolutionary IKEA instruction manual to make furniture assembly accessible, fun and engaging for parents and children to create together, despite their packed schedules.
The Results
The Bonding Instruction manual incorporated simple yet engaging tweaks to trigger cooperation, filled with step-by-step stories and visuals designed to appeal to children. It features fun stories and visuals in IKEA's yellow and blue, colors supported by psychological research for promoting calmness, focus and joyful engagement, helping children's motor, emotional and cognitive development. It also comes equipped with a kid friendly hand grip for the Allen key, making it easier for children to take part in the building process.
The campaign utilized both offline and online channels, including in-store displays and interactive Instagram Stories Highlights, to maximize reach and engagement. On International Children's Day, IKEA launched the campaign, providing the manual book and kid friendly tools with every product purchase related to children's needs.
IKEA's "Bonding Instruction" campaign effectively turned furniture assembly into a bonding experience, strengthening family connections, supporting the child's growth and development and enhancing customer affinity.
Innovating to Impact
In an age where screens often replace shared moments, IKEA and Dentsu Creative Indonesia reimagined furniture assembly as a powerful tool for connect between parents and children. Through this campaign, they transformed a routine task into a meaningful family experience that fostered emotional bonds, child development and treasured memories. It also brought IKEA's brand purpose to life, Dentsu Creative's innovation to light and gave families 30 minutes of quality time which proved that even the simplest acts can building something lasting.
Dentsu Creative Indonesia: IKEA
This campaign reimagines IKEA’s iconic assembly manual designed not just to build furniture, but to build connections.
Dentsu Creative Indonesia: POCARI SWEAT's Cairan Tubuh Bo...
Ramadan's long fasting hours in Indonesia's tropical climate increase dehydration risk; POCARI SWEAT is the ideal hydration solution.
Dentsu Creative India: DSP Mutual Fund x Falco Robotics
Inspired by Garuda, the celestial guardian of Hindu mythology, this technology combines traditional wisdom with modern engineering.
Dentsu Singapore: Accor's ALL Ways On My Mind
As the hospitality industry navigates the endemic season with an influx in international travel, Accor needed to seize the moment with a strategic journey towards redefining its marketing landsc...