IKEA Switzerland: Private showrooms wanted
Wirz/BBDO Zürich
Advertiser:IKEABrand:IKEA SwitzerlandCountry:Switzerland
Objectives
IKEA: A market leader on challenge
IKEA is the undisputed leader in the Swiss market for home furnishing. During the previous years, the brand had lost some of its uniqueness and distinctiveness though. While the main competitors significantly gained ground, IKEA became a standard for the target group and was mainly associated with low prices. The surprising and inspiring part of the brand vanished and IKEA became more and more a «need-brand» instead of a «want-brand».
A new store opens in Rothenburg/Switzerland
In November 2011,...