Zig
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Ikea •
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Rethink Breast Cancer Mr. Sub • Virgin Mobile |
Ikea
Ikea is well-loved in Canada. Areas of strength for the brand were continuing to sell well – like storage, kids’ bedrooms and small-space living solutions. But buy a master bedroom suite from Ikea? Or a full kitchen reno? These were foreign concepts, even to devoted customers. With kitchens and bedrooms earmarked as the business priorities for 2006, Zig’s task was to change preconceived notions about the brand.
The campaign was based on what people really do in their homes and how they really use their furniture, all delivered with the signature Ikea twinkle. So TV spots feature arguments, house-proud nuts and teen angst. Its twice a year sale advert featured a woman “escaping” from a store, to highlight the fact that Ikea's discounted prices make consumers feel like they’re stealing. Radio spots celebrated the “Love your home” theme while magazine ads showcased swank kitchens and bedrooms. Newspaper drove home short-term store traffic with promotions and product news.
The results? Bedroom and kitchen sales have exceeded targets. Overall store sales have grown double digits, far outpacing the 5%-7% growth the furniture retail industry has posted in Canada for the past two years.
Television
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Radio
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