IKEA: Long Live The Home

In Canada, furnishing retailer IKEA was starting to see signs of flattening brand and product range awareness, negative footfall and increasing competition.

IKEA: Long Live The Home

Leo Burnett, Toronto

Section I — Basic information

Business Results Period (Consecutive Months): August 2011 – January 2012

Start of Advertising/Communication Effort: August 22 2011

Base Period as a Benchmark: August 2010 – January 2011

Section II — Situation analysis

a) Overall Assessment

Recapturing the hearts and wallets of more Canadians… more often

Despite being one of the world's most iconic brands, a 34-year love affair with Canadians and a historically successful brand purpose – to create a better everyday for the many people– IKEA began to see signs of...

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