IKEA: Style with Substance
Business situation and campaign objectives
Recapturing the hearts and wallets of more Canadians more often.
Despite being one of the worlds' most recognized, successful and iconic brands, a 34-year love affair with Canadians and a powerful brand purpose – to create a better everyday for the many people – IKEA began to see signs of concern. Quantitative research showed flattening brand awareness, decreasing product range awareness, negative visitor development, and the increasing competition across core home product categories were becoming real roadblocks to continued stellar success. To reverse these declines and remain the leader in life at home, our campaign needed to accomplish four things at the very same time…yes four:
Get more people thinking IKEA when thinking the home: increase TOM awareness
Get more people to visit the store more often: broaden the consumer base and increase frequency