From the start of this Master program, I have been excited about one thing: Doing a project for IKEA!
The project
We were assigned in groups before starting! The problem: students all around Leeds were leaving their rubbish/trash on the streets after moving out. Such an irony, if you think about the fact that this is the same generation that walks in climate marches. Nevertheless, this problem has been a real issue the last few years. Our job was to create an communication campaign that should help reduce the wast on the streets after moving day. I know, this is a real challenge. And to make it even more interesting, the groups were competing to each other. Time to bring our A game.
What was IKEA’s role?
Okay yes, serious problem, but how is IKEA connected? Everybody knows that IKEA is a very environmentally aware company. They have been adjusting their policies to help the environment more and more these last few years. They really wanted to help cleaning up the city. Unfortunately, they didn’t know how. *Entering Leeds Beckett Master students*.
Where there similar projects?
With this project being a competition, and everybody having the same starting point. You would expect similar outcomes of the projects. Even we were thinking this. But during the final presentations, it became clear that this certainly was not the case.
Our idea’s and uniqueness
Our idea is to organize a FOMO based event. All including music, photo booth and of course a premium Snapchat / Instagram filter.
During our research we talked to local influencers, whom were happy to help with giving us free promotions and publicity.
All in all, we would organize two events, one in the winter and one in the summer, were students could bring their stuff in exchange for a free entrance to our event. And we would have free heavy item pick-ups, in which you can call for the city / IKEA to pick up bigger items.
Devil is in the details
So our idea was maybe a little cliche, but the devil is in the details. Which is exactly where my groups strength lies. We interviewed every stakeholder, no matter how minor. Which is how we were the only group that discovered that students are not actually the problem. Landlords are.
The landlords get stuck with the stuff students leave behind. And hiring a truck to take these items away is very expensive. Which is why landlords dump heavy and big things like mattresses and furniture on the streets.
Did we win the contest?
Unfortunately, we had to give the first place to our colleagues. They had an amazing app idea where you could swipe on secondhand items. Kind of like Tinder. Their project included a Beta version of the application complete with interaction designs and more.
Even we though we did not claim the first price in this competition, it was an honor to present in front of the IKEA representatives and having a chance to prove our expertise.
I myself am really proud of our ideas and our presentation.
