Subject Index
 

IKEA decided to take a stand against the ICFF to boost awareness & brand perception in NYC. Using guerilla installations of furnishings around the city like couches in bus shelters, we demonstrated ho ...

Belgium's home furnishings market is very fragmented: independents account for 85% of the turnover, while chains like IKEA only account for 7%. IKEA wanted to reverse this trend and become more social ...

OfficeMax Inc., the third largest chain in the office supplies superstore category, faced the difficult task of differentiating itself from larger rivals Staples, Inc., and Office Depot, Inc. In late ...

In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc. In addition to having a stronghold ...

In 1997 Kmart Corporation wooed Martha Stewart back. She had taken the position of Kmart lifestyles consultant and Home Division spokesperson in 1987 but had, according to Stewart, been alienated th ...

In 2002 IKEA was the world's largest home-furnishing retail chain and had just released plans to open 60 to 70 new stores across Asia, Europe, and North America. Although most people in U.S. me ...

In October 1998 Euromarket Design, Inc. launched an advertising campaign for Crate & Barrel, its chain of housewares and furniture stores. With an estimated budget of $3.5 million, Chicago-base ...

This brief paper centres on a campaign by BEKA, a producer of high quality bedding. For the vast majority of people, bedding is a high-cost low-involvement product. In a simple but effective way, BEKA ...

For retailers, the holiday season can make or break their year. For the 2005 season IKEA Canada had to increase sales and visitor traffic, with a substantial reduction in media spending. This case stu ...

Campaign for Heal's, the furniture store. To differentiate from growing fashion-led competition, focused on insight that people want lasting relationships with their furniture. Posters on London Under ...

This case showed how significant results could be achieved with a small advertising budget, an innovative approach and a forward-thinking client. Olympian is an independent furniture retailer based in ...

The typical furniture retailer's advertising may, in its determination to drive immediate footfall, end up generic and cluttered. As a consequence, it often does nothing to build long-term brand value ...

The primary objectives of Cash Converters' advertising are to increase public awareness both of the name and services they offer and increase footfall. Cash Converters are convinced that radio adver ...

This paper describes Partners BDDH's planning for the 'Work IKEA' campaign. It describes how the agency focused on the client's organisational culture (rather than just the consumer) to devise an in- ...

Carol's Linen is a well established retail store in Macon, Georgia. She had no interest in outdoor. Over the years she had built her name recognition by being her own best advertisement. Her carica ...

After a year in business the Blind Shop, a low cost venetian blind retailer, had not carved a niche in a rapidly expanding market. To ease the client into outdoor a 'big hit' seven day campaign was re ...

Opening a store is a major event for IKEA, the Swedish-owned homewares group. Doing so during a recession poses extra challenges. In July 1991, IKEA embarked on an integrated campaign to launch a flag ...

Courts furniture stores needed to get more shoppers into its Mammoth Superstores. Its previous ‘Mr Wonderful’ campaign had made it famous but had left consumers with impressions that low prices meant ...