Summary
IKEA, the furniture retailer, needed to retain store traffic and sales against a range of major competitors trying to gain share in the Canadian homeware market. It identified an opportunity in Quebec's annual "Moving Day" event, when up to 225,000 people all move house on the same day. The significant challenge was to create relevance and build positive brand equity to drive sales and traffic during a time when people were trying to shed unwanted things. IKEA created a range of moving boxes with useful features like packing lists and discount offers and distributed them around the city of Montreal, for free. Radio advertising was used to drive awareness. Total weekend store visitors increased 14% and total weekend store sales increased 25% on the comparable period the year before.

Summary
This campaign for IKEA, which ran in western and southern Australia, aimed to reverse the IKEA Catalogue's declining recall, generate awareness and inspire people to keep it around their homes for a full year. Campaign creative was based around the idea that IKEA would pay "rent" to customers who registered their catalogue for every month they kept it at home; this rent consisted of discount vouchers. This idea was promoted via TV, print, in-store, digital display and social media, among other channels. Awareness of the catalogue increased by 10 percentage points year-on-year, while store and IKEA website visitors also rose.

Summary
For IKEA, the world's largest furniture retailer, the launch of its catalogue sets the commercial tone for its whole year. However, research was showing that in Western Australia and South Australia recall of the IKEA catalogue had slumped to an all-time low in 2010. This case study describes a novel approach to product placement in which West and South Australians were told that they would get paid monthly 'rent' if they gave the catalogue a home and would continue to be paid rent for each month they kept it there. The rent was in the form of monthly "rent cheques" that gave customers money back when they bought goods from IKEA stores. Boosting both store and online visits as well as sales, IKEA's Rent campaign delivered incremental revenue and a return on marketing investment of $1.67:1.

Summary
For IKEA Canada, the home furnishings retailer, the opening of a new store is typically a big deal. However, this was not the case in Richmond, British Columbia, a sister city to Vancouver whose booming development and rapid revitalization had drastically diluted people's excitement and anticipation of the next big retail arrival. This case study details how the brand used a variety of outdoor, print and digital executions to bring to life the idea of a “human coupon” only redeemable at the Richmond store. Increases in visitors, sales and social media impressions are cited as evidence of the success of the campaign.

Summary
In Canada, furnishing retailer IKEA was starting to see signs of flattening brand and product range awareness, negative footfall and increasing competition. It was found that over time, IKEA's emphasis on style and price had eroded perceptions of quality. To reverse this decline, research was designed to understand people's relationship with both their home and the core areas within it. This led to the creation of the "Long Live The Home" brand tagline, and a multi-media advertising campaign with core rooms of the house representing aspects of consumers' characters. Top-of-mind awareness increased by 3% over six months, range perception increased 4% and store visitors and sales goals were surpassed.

Summary
Furniture retailer IKEA needed to defend traffic and sales versus a range of major competitors trying to gain share in the Canadian homeware market. It identified an opportunity in Quebec's annual 'Moving Day' event, when up to 225,000 people all move house on the same day. The significant challenge was to create relevance and build positive brand equity to drive sales and traffic during a time when people were trying to shed unwanted things. IKEA created a range of moving boxes with useful features like packing lists and discount offers and distributed them around Montreal, for free. Radio advertising was used to drive awareness. As a result, sales increased by 15% versus the same period the previous year and it attracted 8% more store visitors.

Summary
This campaign raised awareness in the UK that furniture retailer IKEA has everything needed to ensure a perfect night's sleep. The Snap a Napper competition highlighted people nodding off during the day and gathered over 44,000 YouTube views, 13,650 Facebook visits and a 21.9% increase in IKEA's Facebook fan base. This was a key part of a wider campaign that generated an ROI of 17:1.

Summary
July 1st is Moving Day in Quebec, Canada, when 225,000 Montreal residents move house at the same time. IKEA wanted to insert itself into an occasion when home furnishing purchases were far from being a priority. It did this with a campaign showing Quebecois that a move organised by IKEA is a move made better. Free moving boxes - printed with tips, a checklist and a dinner offer at IKEA - were distributed around the city, including being hung flat on walls where they doubled as posters. Sales increased 24.5% while store traffic was up 14%.

Summary
In 2011, IKEA, the home furnishings store, was looking to get its Malaysian shoppers interested in embracing a culture of 'everyday green living', despite their widespread indifference to and fatigue with green/eco concepts. IKEA decided focus on the sentiment that parents are babysitting the planet for their children. From that came the idea of parents helping their baby to walk and taking 'baby steps' to everyday green living. A social media-driven campaign featured children telling their parents what could happen if they didn't look after nature. Print ads drove traffic to stores while in-store areas highlighted eco-friendly products. Average weekly sales for advertised eco-friendly products subsequently rose by 40%.

Summary
The IKEA catalogue sets the furniture and homewear retailer's commercial tone and prices for the whole year and is distributed annually via letterbox drop to all Australian households in Perth and Adelaide. However, recall of the catalogue had been in steady decline over the four years preceding 2011. To create excitement around the delivery and inspire people to keep it for the full year, the creative strategy was to "rent" the space that the catalogue occupied. Once registered, consumers would receive "rent cheques" that could be spent in-store. This idea was supported with a multichannel campaign and resulted in increased store visits and website traffic, generating an ROI of $30.38 for every $1.