Ikea Burlington opening campaign

S Plunkett and H Mathew

Opening a store is a major event for IKEA, the Swedish-owned homewares group. Doing so during a recession poses extra challenges.
Agency: Cossette Communication - MarketingAuthors: S Plunkett and H Mathew

IKEA Burlington opening campaign

Effective retail advertising has one supreme virtue. If it works it works quickly, delivering customers and sales.

Effectiveness can be measured immediately; run an ad on Wednesday and if the store isn't packed on Friday and Saturday, you know something didn't work.

As this case demonstrates, the immediate call to action and 'move-the-product-with-a-sale' mentality is alive and well, but it is being augmented with longer term strategic objectives related to a store's market positioning and image.

The two primary objectives in this case...

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