Jung von Matt/Limmat turns rein boxes into furniture

The idea of the innovative Zügelkisten comes directly from the living environment of the target group: Every year, almost a quarter of a million young Swiss people aged 18-26 move into a new apartment. In the process, young people are constantly on the lookout for new interior design ideas and "do-it-yourself" tips for building furniture. After all, their budget is limited. So it's the perfect opportunity to convey the core message with a relevant offer: Mobiliar understands the needs of the young target group and is the perfect partner when it comes to the topics of "living" and "moving". For example, customers have been able to obtain free moving boxes as part of Mobiliar's youth offer for several years now.
 

The campaign builds on this existing offer: Rein boxes were developed that can be assembled into a complete furniture set after the move. Twelve crates are used to create two lounge chairs, a low table and a side table. These are obtained by simply cutting out the marked parts from the boxes and connecting them with the adhesive strips provided. In doing so, the assembly works completely intuitively by following the graphic design. A practical way to continue using the boxes after the move. And at the same time a real eye-catcher in any home.

The innovative rein boxes are promoted with an integrated campaign. The idea of the crates, which become furniture, is dramatized in both moving and static images. The ads are played out at numerous online and offline touchpoints relevant to the target group. These direct users to a landing page through which they can win the boxes (limited edition). The campaign started at the beginning of September and was on-air for the whole month.

There were a number of challenges to overcome in the development of the moving boxes. On the one hand, the final shape of the furniture was significantly limited by the format of the moving boxes. Secondly, the stability of the crates was not to be compromised by the pre-punching of the furniture parts. And at the same time, the furniture had to be aesthetically pleasing and become a must-have in the target group. A central point here was the development of the graphic design. This had to work in three different dimensions: On the pull box itself, when flat and folded, as a plan for assembling the furniture, and on the finished furniture, where the design provides an individual look.