Dentsu Indonesia’s ‘Bonding Instruction’ for IKEA manual turns furniture into a family experience
Dentsu Indonesia has revolutionised product building time into lasting experiences for Indonesian families with Bonding Instruction for IKEA. Featuring a first-of-its kind instruction manual, the innovative solution is designed to help urban families reconnect by turning furniture assembly into a collaborative activity, leveraging themed storytelling visuals and kid-friendly tools to create lasting bonds and memories.
Today, 56% of Indonesian children spend less time with their families and more daily time on screens, resulting in motor skills decreasing by up to 72% . However, children quietly long for more real moments with parents who are often consumed by the demands of modern city life.
To support IKEA’s goal of creating homes that bring people closer together, dentsu Indonesia developed Bonding Instruction, an interactive, engaging activity to support children’s personal growth and create lasting memories through furniture assembly as a meaningful learning experience for both parents and children.
This innovative approach redesigned the traditional instruction manual book with simple yet engaging tweaks to trigger cooperation, filled with step-by-step stories and visuals designed to appeal to children, and equipped with a kid-friendly hand grip for the Allen key, transforming each step into a shared experience between the child and parents. Every purchase of IKEA products related to children’s needs includes the Bonding Instruction, promoting at least 30 minutes of quality family time. The manual book can also be accessed digitally for everyone who already have the products and want to join the activity.
The campaign utilized both offline and online channels, including in-store displays and interactive Instagram Stories Highlights, to maximize reach and engagement.
Irfansyah Kurnia Putra, Head of Country Marketing Ikea Indonesia, said: “We are converting our product building time into treasured bonding opportunities, transforming what was once a mundane assembly process into meaningful shared family experiences. With Bonding Instruction, dentsu has understood our strong affinity with our customers, enabling a simple modification to our instruction manual that has reimagined bonding experiences for Indonesian families.”
Defri Dwipaputra, Executive Creative Director, Dentsu Creative Indonesia, said: “In Indonesia, where family ties remain the most important fabric, bonding time should be a cherished shared experience to enhance family connections. Bonding Instruction was, therefore, created to combine the essence of IKEA’s values of togetherness and simplicity – elevating its passion for life at home, and in turn, connecting families through quality activities, proving that even everyday moments can create lasting memories.”
Statistics
• 30 minutes of quality time together
• 32+ million reach impressions
• USD 95,082+ in media value
Bonding Instruction effectively turned furniture assembly into a bonding experience, strengthening family connections, supporting the child’s growth and development, and enhancing customer affinity.
