Ikea

Explore the Great Indoors

To get Vancouverites back to the Ikea in nearby Richmond, B.C., the brand played off residents' outdoor enthusiasm to shift it to the indoors, encouraging them to "Explore the Great Indoors." The furniture retailer created contextual executions about its offerings and placed them in high-traffic areas in, or on the way to, the great outdoors, including OOH installations that showcased the "Textile Kingdom," flyers modeled after field guides and radio spots in the style of classic nature documentaries. It even brought the comforts of the indoors to outdoor moviegoers in Stanley Park, with cozy viewing stations.

By appealing specifically to Vancouverites, the campaign increased store visits by 67% year-over-year, and sales by 63%.