IKEA – Embrace Change

Category: Household Furnishings & Appliances
Brand/Client: IKEA
Primary Agency: Deutsch, Inc.
Media Agency: MediaEdge:CIA
Contributing Agencies: 89 Degrees

STRATEGIC CHALLENGE

A Brand Familiar but Forgotten

IKEA had higher brand awareness than its competitors in Washington DC,1 but, after a 20-year relationship, the magic was eroding. People knew IKEA's concept, but with a Target and Walmart just around the corner, the need to trek out to IKEA was fading into the distance.

Faded Glory in the Stores

Twenty years had taken its toll on the in-store experience and a facelift was necessary. So in November 2008, two DC-area stores reopened with their pep and energy restored to rightful IKEA levels. Here sat two of the best properties in the IKEA portfolio, but the only people who knew about it were those who were pleasantly surprised when they ventured over.