2025

The ‘Turbo’ PAX Faces Its Toughest Jury​

Entrant

IKEA Germany

Category

PR & Communications - Best Launch / Re-Launch Campaign

Client's Name

Country / Region

Germany

Revamping an iconic product like the PAX wardrobe posed both a creative challenge and a strategic opportunity. Long established as a household essential in Germany, the PAX line was ready for a refresh that would preserve its legacy while engaging a broader, more contemporary audience. IKEA responded with the launch of the ‘Turbo’ PAX—an enhanced version designed for speed and simplicity.

Rather than relying on conventional advertising, IKEA prioritized real-world experiences. Journalists, influencers, and customers were invited to test the bold claim: that the ‘Turbo’ PAX could be assembled solo, without tools, in under 20 minutes. The result was a dynamic, hands-on event that generated widespread media interest without the need for paid promotion.

Coverage from major German outlets, combined with a nationwide customer challenge, transformed the campaign into a pop culture moment. The public’s enthusiastic participation and the organic buzz it created exemplified the impact of PR-led storytelling over traditional marketing tactics.

With the launch of the ‘Turbo’ PAX, IKEA not only showcased the product’s practicality but also reinforced its reputation for customer-centered innovation. What began as a product release evolved into a standout case study in earned media success.

Credits

Country Communication​ Manager and Board member at IKEA Germany
Enita Ramaj
Communication​ Operations Manager
Judith Christina Pierau
Public Relations Leader
Kim Steuerwald
 
2025
Beyond the Call: How Toco's Concierge and Compliance Changed the Game
Customer Experience

Entrant

Toco Warranty

Category

Customer Experience - Automotive

Country / Region

United States

 
2025
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Customer Experience

Entrant

Name Bubbles

Category

Customer Experience - Small Business

Country / Region

United States

 
2025
Beyond the Call: How Toco's Concierge and Compliance Changed the Game
Customer Experience

Entrant

Toco Warranty

Category

Customer Experience - Customer Experience Department / Team of the Year

Country / Region

United States

 
2025
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Marketing

Entrant

Gravity Global

Category

Marketing - Best Digital Marketing Campaign

Country / Region

United Kingdom