IKEA FITS

IKEA was an established brand in Canada famous for furnishing for 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. As a result, we developed a campaign 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.

Using ambient media and more traditional media to underscore IKEA's value by comparing low prices on basic home essentials to purchases like a lowly hot dog while using radio to drive traffic to in-store events. IKEA's brand awareness and image measures were raised, with particularly strong results against the country's older target, and most importantly, IKEA set a new sales record for Canada.