IKEA: IKEA Rent
Jane Dorsett and Derry Simpson303Lowe
Campaign details
Brand owner: IKEAAgency: 303LoweBrand: IKEACountry: AustraliaIndustry: Furniture and furnishingsMedia budget (USD): $1 - $3 millionChannels used: Direct marketing, Internet - general, Outdoor, out-of-home, Print - general, unspecified, Product placement, Radio, Television
Executive summary
For IKEA, the world's largest furniture retailer, the launch of its catalogue sets the commercial tone for its whole year. However, research was showing that in Western Australia and South Australia recall of the IKEA catalogue had slumped to an all-time low in...