IKEA: Human Coupons

Heather Morrison
Leo Burnett

Campaign details

Brand owner: IKEA
Agency: Leo Burnett
Brand: IKEA
Country: Canada
Industry: Furniture and furnishings
Media budget (USD): $1 - $3 million
Channels used: Direct marketing, Internet - general, Outdoor, out-of-home, Print - general, unspecified, Product placement, Radio, Television

Executive summary

For IKEA Canada, the home furnishings retailer, the opening of a new store is a big deal. For most Canadians, it's a pretty big deal too - requests to "please open an IKEA in my area" flood in daily.

However, this was not the case in Richmond, British Columbia, a sister city to Vancouver whose booming development and rapid revitalization had drastically diluted people's excitement and anticipation of the next big retail arrival. The retailer had to find a way to make a bigger and better IKEA store opening and create an event that could not be ignored.