Moving Week Sale

x

Title

Moving Week Sale

Advertiser:

Ikea

Year:

2016

Source:

Shopper Innovation Awards

Product Category:

Retailers

OOH Format:

Outdoor

Country:

Canada

Objective:

To promote the ease of shopping and transporting its products to consumers during Quebec’s Moving Day

Target Group:

Quebecers planning to move to a new place on moving day.

Strategy and Media Used:

Ikea held a sale one week prior to Moving Day to promote the ease of shopping at Ikea and especially the ease of transporting its products versus moving old clunky furniture on Moving Day. The OOH ads depicted a signature Ikea flat box, revealing the item and highlighting the compact packing. Accompanying lines such as “Move the box, unpack the cabinet”, drove the point home.

Results:

The campaign led to a 31% increase in store visits the week leading up to Moving Day, increasing sales by 36% – a gain pf 6.7% from the previous year’s campaign.