The 'Turbo' PAX Faces the Toughest Jury

Changing a beloved classic is always a challenge - especially for a love brand like IKEA. The PAX wardrobe has been a staple in German homes for decades, often creating connections between people. But what if IKEA could make it even better?
Our goals:
• Revolutionize a classic by launching an ultra-fast, tool-free version of PAX without compromising quality or affordability.
• Engage media and customers authentically by letting real people be the judges.
• Generate massive earned media coverage without paid ads or influencer campaigns.
• Prove the power of PR by directly impacting sales and brand perception.
How our success was built:
Instead of relying on traditional marketing, IKEA took an unconventional approach: real people, real challenges and real results. To prove the ‘Turbo’ PAX’s ease of assembly, IKEA invited journalists, influencers, and everyday customers to test it live.
Excellent Execution – IKEA Faces the ‘Turbo’ PAX Challenge:
The challenge was simple yet captivating: Can anyone build the wardrobe in under 20 minutes, completely on their own?
The results spoke for themselves – the fastest assembly took only 3:24 minutes. High-reach media outlets, including BILD, RTL, and SPIEGEL, covered the challenge extensively, while a nationwide assembly competition encouraged customers across Germany to test the wardrobe themselves. The media buzz quickly turned the ‘Turbo’ PAX into a cultural phenomenon. Without a single paid ad.
Earned Coverage Dominating Headlines: ‘Turbo’ PAX in Top Media Outlets in 1 Week:
The results exceeded all expectations. Within just 36 hours, 213 media articles had been published, reaching 131.8 million people. The campaign ultimately generated 334 media clippings and an earned ad value of €4.1 million. Google searches for "PAX" increased by 25%, while the PAX Sales Index jumped by 10 points – all without a single euro spent on paid media.
By turning a simple furniture launch into a national event, IKEA proved that bold storytelling and authentic engagement can redefine how brands connect with their audiences. The ‘Turbo’ PAX wasn’t just a product innovation – it was a masterclass in PR-driven impact.