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IKEA

IKEA is a now an established brand in Canada famous for furnishing modern student rooms and first-time condos on a budget. But the country's aging population forces a necessary broadening of the brand's appeal.

There was a quandary: Zig had to position IKEA to the upcoming generation as their main destination for affordable, stylish furnishings. And, on the other hand, the shop had to challenge assumptions about IKEA as just a source for inexpensive trendy furniture for students.

Zig developed a tandem approach, delivering a strong value message while bolstering the brand's reputation for style and quality within an overarching brand campaign: "IKEA Fits." The core message is relevance, expressed in different ways for different audiences. For the value-seeker: a powerful low-price message, championing surprisingly low prices on some of IKEA's most popular items. And for the style and quality conscious: specific messages to debunk potential barriers and false assumptions.

Zig used ambient urban media to underscore IKEA's value by comparing low prices on basic home essentials to purchases like a lowly hot dog. Television amplified the low price message by pushing the idea that IKEA offers low prices on products that people yearn to own. And radio was used to drive traffic to in-store events.

IKEA's brand awareness and image measures are up, with particularly strong results against the country's older target. Understanding of the range of IKEA's offerings has greatly improved. And most importantly, IKEA set a new sales record for Canada, surpassing $1 billion in 2005.

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