IKEA
Changing consumer attitudes to drive major growth
We transformed IKEA's image among traditional furniture buyers with a creative media idea around which an entire campaign was built.
The challenge
Grow IKEA's share of 'traditionalist' shoppers
When it comes to buying home furniture, the Polish market is divided into two groups - modernists and traditionalists. IKEA has reached maximum penetration with the modernists, so the only route to growth is to attract the traditionalists.
The retailer challenged us to change the traditionalist mindset in several ways. They wanted to reassure traditionalists that the IKEA range has products that will suit their taste; that IKEA stores are not in remote locations; that IKEA's prices are no more expensive than other local retailers; and finally convert them from occasional buyers into regular store visitors.
Our insight
Reassure that most consumers shop at IKEA
Traditionalists are deeply resistant to change. They feel that IKEA designs are cold and sterile, and ineffective in creating a warm and comfortable atmosphere in the home. They rely on their neighbors' and relatives' opinions about furnishings, fearing these people would be critical if they bought IKEA products. They do not believe that the extra cost of traveling to IKEA is justified by the quality of their products.
We realized that the traditionalists could be made to see IKEA in a new light if they believed that the majority of Polish consumers had already decided to accept IKEA.
Our solution
Innovative outdoor media idea
We developed a startling creative media campaign: life-size cardboard cut-outs depicting ordinary people, each with a statement on their chests: "I am somewhere else", followed by a link to a website address and a text messaging number.
The TV campaign was created based on our idea. It showed the cut-outs in public places - cinemas, coffee shops, bars and public transport. In the ads, the cut-outs became three-dimensional once they arrived at their IKEA-furnished homes.
The campaign generated widespread public interest, and took on a life of its own. Six months later, cut-outs were still appearing in bars and other public places as consumers stole them for their own purposes.
The results
- 22% increase in visitor growth to IKEA stores
- Best visitor growth of any IKEA market
- SMS and website response up 45% during campaign
