I love this. It’s a great idea and very ‘IKEA’. In winter, Norway is freezing and everyone wears gloves. The problem – wearing gloves makes it impossible to use your iPad, and more importantly, it’ll make it hard to read the new iPad version of the IKEA catalogue.
The solution – they created the ‘BERÖRA’ (which means “to touch”) kit – a special sewing kit that in pure IKEA style, enabled Norwegians to customize their mittens and make them iPad-friendly. This worked by sewing a special conductive thread into the index finger of the gloves.
And as you’ll see from the video, in just two weeks, 12,000 IKEA’s sewing kits were distributed for free and a lot of buzz was generated. But even better, the iPad catalogue became the most downloaded free app in Norway’s App Store and the most downloaded IKEA-catalogue per capita in the world. Brrrilliant!