IKEA: Moving Day

Furniture retailer IKEA needed to defend traffic and sales versus a range of major competitors trying to gain share in the Canadian homeware market.

IKEA: Moving Day

Leo Burnett, Toronto

Section I — Basic information

Business Results Period (Consecutive Months): June 25-26, 2011

Start of Advertising/Communication Effort: June 20, 2011

Base Period as a Benchmark: Same Period VYA

Section II — Situation analysis

a) Overall Assessment

Becoming relevant when you're the last thing on people's minds. Now that's a challenge.

Like any retailer, IKEA is under constant pressure to drive greater store traffic and sales vs. their competitors. With mega brands like Home Depot, The Bay, Sears, The Brick, Brault& Martineau and 10 others competing for people's precious décor dollars, competition...

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