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IKEA

Zig won the Ikea Canada assignment this past spring.

Ikea continues to thrive in Canada, but with aggressive store development plans underway, it needed a fresh approach to hit its ambitious sales targets.

Around the world, Ikea does well with 18-34s. But after that, the relationship softens as people enter the more permanent and established phase of their lives. With an aging population in North America, that presents a challenge. Zig needed to convince people that Ikea fits this later phase in life: its styles and quality fit their tastes, its services fit their lifestyles, and its prices fit their wallets.

Each medium played a specific role in helping to convince consumers that Ikea "fits." Print tackled styles and quality, TV promoted styles and services aimed at the new target, while radio drove traffic to the stores with price messages. Sales have responded with significant traffic growth, particularly in key markets like Toronto.

TELEVISION

Movie Critics	Political Roundtable
Pet Miracles	Must Live
Table	Rug

RADIO

Rumor	Singles Bar
Accent	Mango

PRINT

Mod Dining	Country Bedroom
Country Living	Mod Bedroom