To celebrate the occasion of IKEA launching in New Zealand, WPP Media agency brand Mindshare has teamed up with TVNZ’s Seven Sharp, to create ‘Swede As’—a unique road trip bringing the magic of IKEA directly to Kiwi communities nationwide.
Mindshare won IKEA’s media account in New Zealand in 2024, tasked with the exciting challenge of introducing a global retail icon to a nation where, for many, IKEA was a new concept. Its first store opens in Sylvia Park, Auckland, on December 4, and IKEA will be available online and by phone for shopping and delivery nationwide from day one.
Mindshare developed a media strategy, brokering a collaboration that marries IKEA’s global vision with TVNZ’s unparalleled local connection with Kiwi culture and everyday conversation. The result is ‘The Swede As Road Trip with Seven Sharp’, an adventure where TVNZ’s crew and hosts, Hilary Barry and Jeremy Wells, packed their bags (and some flat-pack furniture) for a nationwide tour.
They’ll set up pop-up IKEA ‘sets’ in iconic local spots, from Dunedin to Queenstown and Lake Tekapo, transforming their daily broadcast into IKEA-inspired home ideas. Each live broadcast and dedicated IKEA segment showcases products from the 7,500+ range, and more importantly, demonstrates how IKEA’s values—affordability, great quality, design, and sustainability—align with New Zealanders’ lives.
The road trip also takes IKEA out of its physical Auckland home, reinforcing the message that IKEA is here for all New Zealanders across the country. The first episode airs November 10, culminating in a life changing prize for one IKEA family member and Seven Sharp viewer, including the heartwarming “IKEA Door Knock,” surprising a deserving Kiwi with a $10,000 IKEA shopping spree.
To deepen and expand the reach of the partnership, the road trip is further amplified across the TVNZ ecosystem, including 1News, Breakfast, and social media.
The launch of IKEA New Zealand will be supported by a broader marketing campaign, spanning across audio-visual, out of home, social media, audio and search channels.
“IKEA is launching with incredible intention and accessibility, and our brief was to create a media presence that powerfully mirrors and amplifies this ethos across New Zealand. We understood that a launch of this scale required more than just media spend—it demanded a cultural moment,” said Emily Scovell, chief strategy officer, WPP Media New Zealand.
“By leveraging the deep trust of a platform like Seven Sharp, we are not simply transforming a TV set; we are building a dynamic, nationwide stage that capitalises on the news value of IKEA’s arrival. This strategic approach ensures the launch is felt as a genuine cultural event, immediately positioning IKEA as a brand that truly belongs in Kiwi homes.”
“Bringing IKEA to New Zealand is a dream come true, and we knew our launch needed to embrace the unique spirit of this incredible country,” commented Peter Moore, head of integrated media, IKEA Australia and New Zealand.
“Our ambition was to introduce and showcase the breadth of the IKEA brand to New Zealanders, and our partnership with Mindshare, TVNZ, and the Seven Sharp team has been incredible. The road trip has allowed us to show, not just tell, how IKEA can help create happier, more functional homes and become a cherished part of Kiwi culture.”
“We’re delighted to partner with IKEA on their historic New Zealand launch,” added TVNZ commercial partnerships director Lance Hipkins. “Accessing our wider TVNZ whānau, with their genuine Kiwi spirit, are the perfect guides to introduce IKEA to the nation, bringing it directly to the homes of Kiwis around the country each night. This collaboration demonstrates the powerful connection between great brands and local, authentic voices.”
This partnership is set to spark widespread excitement and anticipation for IKEA’s arrival, laying a strong foundation for its future in Aotearoa.
