House & Home (128)
Students with brains... and brawn
MijnStudent (my student) is a Dutch company started by former students, which delivers student helpers to do small house jobs (garden, assemble IKEA furniture or cleaning). They fill the gap between DIY and a professional service. And because it’s cheap, it’s a good and legal alternative to moonlighters.
Why it matters
How could brands take advantage of such need filling initiatives? What if Ikea sponsored the company and offered it as an added value service?
Leroy Merlin, the home improvement and garden centre chain, has created an online platform to educate its customers about environmentally sustainable improvements they can make to their homes. This "green library" has 2500 suggestions, organised into five different categories: water saving, electricity saving, renewable energies, healthy spaces and sustainable forests. This online resource supports Leroy Merlin's "eco.options” range of products.
Ikea has recently invaded the Parisian subway with a makeover. In several stations of the capital, the brand recreated living rooms with real furniture and posters. It created a lot of buzz and excitement on social networks as Parisians begged Ikea to leave the sofas there permanently.