Ikea Moving Day Sale

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Title

Ikea Moving Day Sale

Advertiser:

Ikea

Year:

2011

Source:

Media Innovation Awards

Product Category:

Retailers

OOH Format:

Outdoor

Country:

Canada

Objective:

To make moving easier for people in the busy July moving period.

Target Group:

People moving in the city of Montreal.

Strategy and Media Used:

Moving in Montreal in the summer time can be tricky when it comes to getting boxes for moving day. This is why IKEA launched a media campaign to make moving easier by providing people with boxes. The execution featured 14-foot pyramids of IKEA-branded boxes printed with moving tips, checklists, a dinner coupon and an IKEA discount offer. The boxes were posted around the city in easy-to-reach, high-traffic locations. When the boxes were taken, messaging underneath told people to come back soon because the boxes would be replenished. Event teams were also distributing boxes to desperate movers.

Results:

  • The campaign drove traffic to IKEA stores and engaged Montrealers.
  • More than 10,000 boxes were given away over the course of two weeks.
  • IKEA received thank you e-mails and notes. The campaign got picked up on local media and grew online as well.
  • Sales at the Montreal stores went up 37% from the prior year.