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...