IKEA Australia launches KÖR to transform the Aussie car boot in new campaign via DDB Sydney, COUP D’ETAT Films and Mango Sydney

With research showing over half (52%) of Aussies admit to having a messy car boot, IKEA Australia is launching a world-first, limited-edition free flatpack that transforms into a storage solution that fits across an entire SUV car boot. The concept has been created by DDB Sydney, COUP D’ETAT Films and Mango Sydney.

Introducing KÖR, which aptly means ‘drive’ in Swedish, an easy-to-installcustomisable modular flatpack that Aussies can configure with a multitude of IKEA storage solutions to organise even the most disorganised of spaces and give mess the boot. With 79% of Australians agreeing that they leave items in their boot, the Swedish retailer saw the need to provide real-life solutions on how to make sense of the clutter.

Made from recyclable materials, the flatpack comes with six template kits based on Aussies’ most common on-the-go storage needs, including: the beach lover, sportaholic, adventurer, busy parent, pawrent and fashion influencer.

The launch of KÖR follows new research that revealed over half (52%) of Aussies admit to having a messy car boot, with 4 in 5 Aussies (79%) using their car boot for storage.

Says Christine Gough, Life At Home Expert for IKEA Australia: “At IKEA we’ve been solving storage problems in the home for years, but there was one place left to tackle: the car boot.  Here in Australia, we really see the garage and car as an extension of our home, and the car boot so often becomes that hidden space holding life’s on-the-go mess.  With 3 in 5 Aussies admitting they would benefit from a solution to help keep their car boot more organised, we knew IKEA could help.

“As the first of its kind, KÖR is an innovative IKEA flatpack that has been designed exclusively with the Aussie lifestyle in mind. When combined with our range of affordable IKEA storage products and solutions, KÖR will make your car boot work better, so life works better.”

Looking more into Aussies car boot habits, the research also revealed:

• • 73% of people keep items in their boot is in case they need them on the go, for ease, efficiency and convenience.
• • 1 in 3 (32%) of Aussies use their car boot for storage to keep their homes tidier.
• • 1 in 4 (25%) Aussies admit to rarely or never cleaning out their car boot and nearly half of Aussies (48%) only do it once every few months, or longer.
• • Shopping bags are the most common item to be left in our car boots approximately 2 in 3 (64%) saying that they leave grocery bags in the boot.
• • Wet weather gear is left in the boot of half of those sampled
• • 1 in 4 (25%) leave outdoor leisure items in their car boot.
• • 23% (1 in 4) of families leave toys for the kids in the car boot and 31%, about 3 in 10, leave outdoor leisure items.

KÖR has been designed as a one-size-fits-all model based on a mid-sized SUV car, Australia’s most popular car type, and is configured to be used alongside IKEA storage products.

When it comes to storage, IKEA has been decluttering homes across Australia for years, with top selling storage accessory products being VARIERA, SKUBB and SALMA boxes.

KÖR is available for free at selected IKEA stores across Australia: IKEA Richmond, IKEA Canberra, IKEA Tempe, IKEA North Lakes and IKEA Adelaide, while stocks last.

Aussies who want to get their hands on a KÖR flatpack need to register online via this link from 9:00am AEDT on 4 October then collect from their selected store between 7 – 13 October 2023.

DDB Sydney (Production):
David Jackson, Creative Partner
Cushla Morton, Producer
Sarah Bloore, Producer
Jordan Ceresoli, Motion Design & Retouching

COUP D’ETAT Films:
Simon Hammond – Stills and Motion

Mango Sydney (PR):
Ashleigh Vallance, Senior Account Director
Sophie Chant, Account Director
Sarah Meenan, Account Manager

Mango Sydney (Influencer):
Nada Dukyer, Account Director
Sidney Balfour, Senior Account Manager