IKEA – Love where you live

Agency: 303 Group

EXECUTIVE SUMMARY

The launch of the new Perth IKEA store in February 2008 is arguably the most successful fully-integrated communications campaign ever created in Western Australia. What began as a tactical campaign to promote a new store, became a brand strategy that redefined and repositioned IKEA for West Australians, making a global brand, local. The campaign was innovative and was delivered across almost every media channel, delivering outstanding results against quantitative, branding and business objectives.

The campaign won “WA Campaign of the Year” at the 2008 Campaign Brief Awards and the survey has been rolled out in Adelaide, and internationally to launch the 2009 Malaysia Catalogue.

THE CHALLENGE

Introduction