IKEA - You get more than you pay for

For retailers, the holiday season can make or break their year. For the 2005 season IKEA Canada had to increase sales and visitor traffic, with a substantial reduction in media spending.
Agency: zig

IKEA – You get more than you pay for

Winner: Events, Seasonal & Short Term - Gold

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): Holiday Season 20005, Dec 2005 through Jan 2006

Start of Advertising/Communication Effort: November 27, 2005

Base Period for Comparison: Holiday 04: Dec 2004 through Jan 2005

For retailers, the holiday season can make or break their year. For the 2005 season IKEA Canada had to increase sales and visitor traffic, with $800K less in media spending.

This case describes how IKEA combined print, radio, TV and FSIs to increase total sales by 17%...

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