The Secret Little Agency creates April Fool’s campaign launching IKEA’s INVSBÅL collection

Shoes upon shoes “conveniently” stacked up against the wall, heaps of unwashed or unfolded clothes chucked aside “for later”, and toys piled up in a corner for “easy access” – these makeshift home solutions to everyday clutter served as the inspiration behind IKEA Singapore’s latest collection.

Launched in time for April Fool’s Day and cheekily named the INVSBÅL collection (a play on “invisible”), the range features a see-through laundry basket, a transparent picture frame, as well as colourless storage boxes and clear shoe racks. The collection intentionally resembles convenient solutions that don’t fully address everyday messes at home, but over time, have become part of the home—simply because we grow accustomed to it.

Created in partnership with The Secret Little Agency, IKEA Singapore introduced the INVSBÅL collection on Instagram and TikTok with images of products you wouldn’t expect to see at IKEA.

The Secret Little Agency said: “Life goes by so quickly in Singapore, and little things tend to add up around the home. To keep up, we often find ourselves using quick-and-easy solutions to contain the mess, and we eventually become used to the mess itself. It’s like the mess blends in, and becomes part of the furniture. That was how the INVSBÅL collection came about.”

Shot in real homes and featuring relatable everyday messy situations, each visual seemingly showcases an INVSBÅL product that offers to “solve” the mess for a low price of just $1.04. A keen eye will notice that there is no real product pictured in the frame, and the price tag hints at the fact that the entire collection is just an April Fool’s joke.

While the products might be made up, the INVSBÅL collection aims to serve a real purpose—to shine a light on such easily overlooked messes and subtly nudge homeowners to seek better home solutions with IKEA.

“We knew that every other brand would be jumping at the chance to share a funny joke or a prank on April Fool’s. But we wanted to go beyond that, and use April Fool’s Day as a platform to highlight a real pain point in Singaporean homes, and offer a real solution—but in a joyful and light-hearted way,” said The Secret Little Agency.

To achieve this, the social posts drive users to an IKEA webpage that shares more details on the INVSBÅL collection—but also cleverly leads visitors to check out other existing IKEA collections and items if you “can’t see what you’re looking for”.

To close the loop, and in the spirit of helping everyone address the mess in their homes, IKEA Singapore also created a new trend on Instagram Stories, inviting fans to snap and share photos of their own INVSBÅL solutions at home.

Each submission earns users a chance to win IKEA Gift Cards worth $41—which they can then use to purchase existing IKEA household products to replace their INVSBÅL items, essentially turning this made-up collection into real-life conversions that offer Singaporeans real home solutions.

This social contest will run till 2nd April 2024. Users can submit as many photos as they want, and winners will be announced shortly. More details can be found on IKEA Singapore’s Instagram page.

Credits
Collection name: IKEA INVSBÅL Collection
Creative: The Secret Little Agency
Client: IKEA Singapore