Mindshare, IKEA + TVNZ launch the ‘Swede As Road Trip’ with Seven Sharp to celebrate NZ launch
New Zealand is about to say “Kia Ora” and “Hej!” to a new era of home furnishing as IKEA makes its highly anticipated debut. To celebrate this historic occasion and truly connect with Aotearoa, IKEA, in partnership with WPP Media agency brand Mindshare, has teamed up with TVNZ’s beloved weeknight current affairs show Seven Sharp, to create ‘Swede As’ – a unique road trip bringing the magic of IKEA directly to Kiwi communities nationwide.
Mindshare won IKEA’s media account in New Zealand in 2024, tasked with the exciting challenge of introducing a global retail icon to a nation where, for many, IKEA was a new concept. Its first store opens in Sylvia Park, Auckland, on December 4th, and IKEA will be available online and by phone for shopping and delivery nationwide from day one. The distinctly Swedish brand needed to share its mission – to create a better everyday life at home with smart, sustainable, and affordable solutions – in a way that felt authentic for New Zealanders.
Mindshare developed an innovative media strategy, brokering a groundbreaking collaboration that marries IKEA’s global vision with TVNZ’s unparalleled local connection with Kiwi culture and everyday conversation. The result is ‘The Swede As Road Trip with Seven Sharp’, an epic adventure where TVNZ’s crew and much-loved hosts, Hilary Barry and Jeremy Wells, have packed their bags (and some flat-pack furniture!) for a nationwide tour.
They’ll set up pop-up IKEA ‘sets’ in iconic local spots, from the southern charm of Dunedin to the stunning landscapes of Queenstown and Lake Tekapo, transforming their daily broadcast into IKEA-inspired home ideas. Each live broadcast and dedicated IKEA segment showcases products from the 7,500+ range, and more importantly, demonstrates how IKEA’s values – affordability, great quality, design, and sustainability – align with New Zealanders’ lives. Importantly, the road trip also takes IKEA out of its physical Auckland home, reinforcing the message that IKEA is here for all New Zealanders across the country. The first episode airs November 10th, culminating in a life changing prize for one IKEA family member and Seven Sharp viewer, including the heartwarming “IKEA Door Knock,” surprising a deserving Kiwi with a $10,000 IKEA shopping spree. To deepen and expand the reach of the partnership, the road trip is further amplified across the TVNZ ecosystem, including 1News, Breakfast, and social media.
The launch of IKEA New Zealand will also be supported by a broader marketing campaign, spanning across audio-visual, out of home, social media, audio and search channels.
Says Emily Scovell, Chief Strategy Officer, WPP Media New Zealand: “IKEA is launching with incredible intention and accessibility, and our brief was to create a media presence that powerfully mirrors and amplifies this ethos across New Zealand. We understood that a launch of this scale required more than just media spend – it demanded a cultural moment. By leveraging the deep trust of a platform like Seven Sharp, we are not simply transforming a TV set; we are building a dynamic, nationwide stage that capitalises on the news value of IKEA’s arrival. This strategic approach ensures the launch is felt as a genuine cultural event, immediately positioning IKEA as a brand that truly belongs in Kiwi homes.”
Says Peter Moore, Head of Integrated Media, IKEA Australia & New Zealand”Bringing IKEA to New Zealand is a dream come true, and we knew our launch needed to embrace the unique spirit of this incredible country. Our ambition was to introduce and showcase the breadth of the IKEA brand to New Zealanders, and our partnership with Mindshare, TVNZ, and the Seven Sharp team has been incredible. The road trip has allowed us to show, not just tell, how IKEA can help create happier, more functional homes and become a cherished part of Kiwi culture.”
Says TVNZ Commercial Partnerships Director Lance Hipkins: “We’re delighted to partner with IKEA on their historic New Zealand launch. Accessing our wider TVNZ whānau, with their genuine Kiwi spirit, are the perfect guides to introduce IKEA to the nation, bringing it directly to the homes of Kiwis around the country each night. This collaboration demonstrates the powerful connection between great brands and local, authentic voices.”
This groundbreaking partnership is set to spark widespread excitement and anticipation for IKEA’s arrival, laying a strong foundation for its future in Aotearoa.
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1 Comment
Where & When will you be located in Queenstown Today, 18th November, 2025
Thank You, Thomas