IKEA Moving Day 2012
Agency: Leo BurnettClient: IKEA Canada
Section I — Basic information
Business Results Period (Consecutive Months): June 29 - June 30, 2012 (Moving Day Weekend)
Start of Advertising/Communication Effort: June 27, 2012
Base Period as a Benchmark: July 2 - 3, 2011 (Moving Day Weekend)
Section II — Situation analysis
a) Overall assessment
Planning for an even better "move."
Every July 1st weekend a cultural phenomenon happens. The people of Montreal move all at once. They call it Moving Dayand it leads to all kinds of chaos. Despite the...