PAX wardrobe animation
This animation for the customisable PAX wardrobe was created to build awareness of, and drive traffic to, the online planning tool, and was placed on IKEA.com and social media. Settling on a concept of ‘PAX has room for all of your life,’ Miranda collaborated with an Art director and Interior designer to create a 3D animation featuring a range of PAX wardrobes filled with exaggerated contents for very different personalities, showing how the wardrobe system can be adapted for all storage needs. She also concepted and produced refreshed content for two existing web pages and other web content. These included guides to help customers choose and organise their PAX and a product landing page. See the full animation below and examples of the content produced.
After a soft launch of the animation in seven markets, engagement with PAX on IKEA.com increased by 700%. Following the global launch, the animation drove 55% CT to the planner, with 30% CT from the How-to guide, generating €1.1M in additional revenue. Thanks to its success, the team have been asked to produce further 3D films for other furniture systems.
Full PAX animation
Supporting content
How to plan your perfect PAX
What and why: One of the challenges to overcome was a customer perception that using the PAX planner was complicated. The guide simplified the process using short films to illustrate the different stages, an resulting in a 30% increase in CT to the planner.
How to organise the inside of your PAX wardrobe
What and why: Another aspect of the PAX wardrobe design that customers reported they find overwhelming is how to choose from the wide array of interior organisers and storage boxes available. This guide clarified the different types of organisers and how they could be used, supporting customers in their decision-making. It was modular so the markets could edit it depending on the products they offered.
PAX system page
What and why: A landing page on IKEA.com for the PAX wardrobe system that opens with the animation and a link to the PAX online planning tool. The rest of page focuses on highlighting the versatility of the wardrobe system and has links to different ready-to-buy configurations of the wardrobe, and tips on how to customise the system to get the best results.