In 2018, IKEA turned 75. While celebrating the anniversary, our task was not only to say ‘Thank you’ to every customer, but to make sure people felt that IKEA cared for each one of them and their in-store experience. We found one area of the store, where this message of gratitude would make the most impact. Simply because it was the most boring place in the whole store. We created an in-store activation named "Now Delivering Smiles" to show: when you’re in IKEA, even waiting in a long checkout line can be fun. To deliver our message with impact, we repurposed one unexpected store facility never before used for fun in IKEA’s long 75 years. By using pneumatic tubes to deliver joy and smiles to the cashier zone, we shifted customers’ expectations and showed them that waiting in line can be fun.