IKEA: Long Live The Home
Leo Burnett, Toronto
Section I — Basic information
Business Results Period (Consecutive Months): August 2011 – January 2012
Start of Advertising/Communication Effort: August 22 2011
Base Period as a Benchmark: August 2010 – January 2011
Section II — Situation analysis
a) Overall Assessment
Recapturing the hearts and wallets of more Canadians… more often
Despite being one of the world's most iconic brands, a 34-year love affair with Canadians and a historically successful brand purpose – to create a better everyday for the many people– IKEA began to see signs of...